One of the things I learned pretty early on in sales is that you can’t sell to everyone.
You can’t be all things to all people.
You always have certain strengths. And certain weaknesses.
And your prospects always figure these out.
It’s just a matter of how fast they figure these out… and whether you help them to see your strengths and weaknesses or not.
Personally I love watching political races. I love watching them because political campaigns are salesmanship on a huge scale that we get to watch in real-time as they happen.
I wrote Tuesday about how Mitt Romney was persuading me to vote for him.
He did. I voted for Mitt-the-Hair this past Tuesday in California’s primary election.
But Mitt didn’t pull out enough other voters like me. Not here in California, and not in many other states.
And there is a reason for this.
The reason is that Mitt hasn’t consistently defined who his target market is, and what he stands for.
The key word above is consistently.
One of the biggest factors in successful salesmanship is aiming at the right target. Knowing what target to aim at starts with knowing yourself.
Knowing yourself matters whether you are a politician, a businessman or a salesman.
And if you are a businessman or a salesman, then knowing "yourself" includes knowing your company.
You must know your strengths, your weaknesses, and who responds best to what you are all about.
Too many sales and business people make this mistake that they can appeal to a broad market, because "everybody needs what I have to sell".
Mitt-the-Hair has made this mistake his entire political career. He hasn’t really stood firm on positions that people expect one to have firm convictions on.
He has shifted positions, shifted his positioning of himself, and hence shifted who his target market was in the election.
No wonder people can’t get excited about the guy.
As a result, his bid to be the anti-McCain, was too little too late.
Don’t chase sales that you don’t have the upper hand to win going in. Your prospects will always figure you out.
Sell with Pride,
Shameless Shamus Brown