Can My Business Learn From Clinton or Giuliani?

Steve Strauss wrote the bible on small biz. Literally. In addition to authoring The Small Business Bible, he runs MrAllBiz.com and is a featured columnist for USA Today. He's been studying, writing and speaking about how to grow a successful small business all his life, so email him with whatever leaves you stumped.

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.