Love him or hate him, you’re going to see more of Donald Trump in this election cycle. Whether you’re a Trump supporter or not, check out his sales strategies and use them in your sales.
Know Your Audience
You probably are aware that there’s a controversy about Trump’s Megyn Kelly comments. Some pundits think that he should apologize. He says he won’t and she should apologize to him. His audience doesn’t care; they think he was treated badly by her during her questioning of him at the debate. Trump knows his audience.
What does your prospect think? Does he love your products or hate them? Does he trust your competition or not? Are you antagonizing him by saying something controversial? Know your prospect so you can avoid making your selling harder than it needs to be with unnecessary confrontations.
One thing The Donald doesn’t lack is confidence. I remember the first time I heard Jeb Bush speak after reading his positions on the economy, security, immigration, and foreign policy. I expected him to have more of the bravado that his brother W had. He doesn’t. Trump calls him low energy. He said, “I like him. He’s a great guy. But he’s too low energy for me.”
Selling is the same. If you are going to influence someone to buy something, being a low energy salesman might not move the needle. Low energy in sales is often seen as a lack of confidence. If you are going to influence, you need confidence: the right vocal pace, volume, and eye contact. Notice Trump’s speaking qualities. They exude confidence. He has the right energy or confidence to sell.
Have the Right Focus
Trump is selling his message of getting into the White House. It’s early and he’s selling his leadership skills–a big idea–not a microanalysis of small details of a potential program. At this stage, he must convince voters that he can lead the nation in a direction they want him to go.
His big ideas are that the American dream is almost over and he wants to make America great again. He says we’ve negotiated terrible deals with Iran and others, and he knows great negotiators and will put them on the job going forward. These are big ideas. Later it will be appropriate to specify the details of implementation; now it’s too soon.
Think of salespeople who present too soon. They start with product details without engaging their prospects on the idea that their products are needed. Listening to details without an emotional component results in a lack of motivation to do anything. Prospects don’t buy.
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Where are you in your sales process? At the early stages, you are selling a big vision to engage your prospect. Don’t start with the details. Get buy-in to your vision before you present the details.
Whether Donald Trump becomes president or not, he sure is giving his competition fits. You can do the same when you take his strategies and apply them to your deals.
About Maura Schreier-Fleming
Maura Schreier-Fleming is president of Best@Selling, a sales training and sales consulting company. She works with business and sales professionals to increase sales and earn larger profits. She is the author of Real-World Selling for Out-of-this-World Results and Monday Morning Sales Tips. Maura focuses on sales strategies and tactics that lead to better sales results. Maura is a sales expert for WomenSalesPros. She is part of their group of top sales experts who inspire, educate, and develop salespeople and sales teams.She speaks internationally on influence, selling skills, and strategic selling at trade association and sales meetings, demonstrating how her principles can be applied to get results. She successfully worked for over 20 years in the male-dominated oil industry with two major corporations, beginning at Mobil Oil and ending at Chevron Corp. She was Mobil Oil’s first female lubrication engineer in the U.S. and was one of Chevron’s top five salespeople in the U.S. having sold over $9 million annually. Maura writes several columns to share her sales philosophies. She’s been quoted in the New York Times, Selling Power, and Entrepreneur.