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Can My Business Learn From Clinton or Giuliani?

Steven Strauss

Q: One of the things I like about watching the presidential race is that these folks really know how to sell a product -- the candidates. Is there a lesson for small business here?

-- Richard

A: Back in a different life, I was a political junkie and got a gig on a presidential campaign.

It was in Iowa, working on the caucuses, that I saw just how candidates are sold -- and bought.

Though the Iowans had little use for me on caucus night -- "Young fella, we don't need no kid from California telling us how to vote" -- they based their decisions on more important things than gender or religion.

They used a visceral gut-check: Is this person for real? Will they do what they promise?

And if you think about it, what people want from a business is almost the same thing they want in a candidate: They want you to solve some problem or need.

Promises, Promises

The first lesson to be gleaned from these master political salespeople is that you must deliver on your promises if you want to stay in business.

All politicians swear to solve problems, but only those who actually do so will get re-elected.

Why do I drive five miles to get hot-and-sour soup instead just popping in to the place down the street?

Because the spot across town actually delivers on its promise of being a great restaurant, while the nearby place -- according to my taste buds -- does not.

If you don't follow through on promises, your customers -- the folks who vote with their pocketbooks -- will vote you out of business, pronto.

A Face They Won't Forget

The second thing to note is that the best candidates are distinctive and memorable for all the right reasons.

They at least seem to say what they mean and mean what they say. In business terms, they have a great brand.

Look at Rudy Giuliani. Like him or not, you get what his brand is. He's the 9/11 candidate.

Obama is the anti-candidate candidate. They both have clear-cut brands.

But look at two powerhouses who are having problems: Is Mitt Romney the progressive former governor of liberal Massachusetts or a born-again conservative?

Is Hillary Clinton the voice of experience and competence or a change agent?

Muddy brands often lead to muddy results. As a small business facing raging competition, you simply must have a clear-cut brand.

The mediocre restaurant down the street says it offers "Chinese and American food." Well, which is it?

Instead of doing one thing well, it seems to do two things poorly. If you try to be everything to everyone, you'll be nothing.

So the candidates have spoken: Tell customers who you are, make a promise to them, and deliver on that promise.

Now excuse me while I go hop in the car. Suddenly I'm jonesing for some great hot-and-sour soup.