10. September 2012 11:38
After watching the two
political conventions over the last few weeks I naturally asked people what
they thought. “Oh I am definitely voting for Obama” I heard a lot yet several
people I talked to said Romney was their man. I am so intrigued by how people
make decisions. Maybe not all people mind you, but surely the majority of
people make their decisions differently then you would probably think.
The interesting part came after that question because my next
question is always why do you like Obama
or Why is Romney your man?, and the answers were so telling. “I really like
Obama, he seems like he is a great guy. He’d be a good leader.” Or Mitt Romney
has experience and seems to love our country. “I really love Paul Ryan, he is really down
to earth, and smart”. What really floored me was when I asked about their
platform I got lots of blank stares. No one really knew what they stood for in
particular and really didn’t seem to be concerned with it either.
I am not here to say that either candidate is better or
worse then the other, nor do I profess to know politics better then anyone else,
but I am amazed at the way the average person makes their decisions. Years ago
there was an amendment that would, if passed, allow one particular industry to decrease
taxes for themselves. Their industry only. Do you know they actually had an ad
campaign that said “if we pass this amendment, we will have lower taxes”. The
only ones getting lower taxes were them but the public bought it and the
amendment passed! Crazy but true.
Now let’s look at selling and how this becomes relevant.
Since you are typically selling to the average American, it is important to
keep in mind that people make their decisions on things different then what you
may think. If you believe your “platform” (features and benefits) are what is
important you will often share them when a prospect asks about how you are
different, often sharing one and two things in particular that you believe are
most important again, to you.
Keep in mind, no one cares what you think, only what they themselves
think and to uncover what they think is all that matters. We are all so caught
up in telling people the important things about our product or service we forget
to actually check to see if they think that is important to the person
potentially looking to buy. You know what they say about assuming…
So do you think our politicians will heed this advise? It
probably doesn’t matter much as long as Obama keeps asking for more time while smiling
that gleaming smile and Romney keeps touting his morality.
Greta Schulz is president of Schulz Business SELLutions in
West Palm Beach, Florida. She is the best selling author of "To Sell is
Not to Sell". Greta does corporate training for fortune 1000 companies and
she has an on-line training course for entrepreneurs. For more tips go to:
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