Obama is in sales. Maybe you heard that he wants to sell the selection of
want to consider if you have a sale of Olympic proportions.
back. He started
by looking at what has worked in the past. That’s a good place to start. People
tend to make buying decisions the same way again and again. Think about your
self. If you bought a computer did you develop criteria and then score each possible
computer purchase against the criteria? Perhaps you simply phoned a few friends
and asked them Apple or PC? When you buy your next computer, you’ll probably do
the same process whichever it was in the past.
President Obama is banking on that with the Olympic Committee.
recent U.N. General Assembly meeting, one of Obama’s aids met for an hour with
former British Prime Minister Tony Blair, quizzing him on how he clinched the
that Blair had a strategy to target African countries as a voting bloc. Blair
also made a personal visit to the Olympic committee.
how your customers have made buying decisions in the past. I’ll bet they’ll be
making future decisions just like they did in the past.
What Obama is doing is developing a strategy to win the support of about a
dozen African nations so they vote as a bloc. He thinks that will give them 15%
of the committee vote which will help sway the outcome and a
decision makers should be similar to get an advantage.
are many decision makers involved in a buying decision. Some are more important
decision makers than others. If you get the support of one strategic department
it’s often enough to get you the business. For example, if you’re selling industrial
bearings and the operations department is solidly behind you and your company,
that will be a powerful motivator for the purchasing department to support you,
too. When the cost of the product takes a back seat to the value of production
time, the result is that there is more power in operations than purchasing.
the scales. You’ve got to show your buyer that you really
want the business. I’ve seen deals decided by one simple question: Who wanted
it more? When two vendors offer similar choices, the tiebreaker is the person
who wants it more. Here’s what the
they want the Olympics.
Obama is going to
knows that his presence will signal to the selection committee that they are
important. Remember, it worked for Tony Blair. He’s also enlisting Michelle Obama’s help. She
also has a significant following of supporters. She even started her work well
sat next to the first lady of
you now — and then I’m going after you in
the Olympics generates billions of dollars of revenue. It’s serious business
and is one heck of a sale. The winner
will need one heck of a strategy to win.
If you’ve got a serious business deal in your sales future, winning the
Olympics might be the strategy for your next deal.
Maura Schreier-Fleming is a sales strategist and founder of Best@Selling, a sales training and consulting company. She wrote Monday Morning Sales Tips and works with sales professionals who want to sell more and close more business.