(Again, a standard disclaimer I always make when talking about elected officials or political issues. This is NOT a commentary on politics. It is examining a situation in politics — like we would in other arenas such as business, entertainment, or books — and learning from it.)
The Presidential campaign of Barack Obama was, quite literally, a game changer.
As I document in “Collapse of Distinction,” the team of managers and their candidate overcame incredible odds to win — and, along the way, created a highly distinctive approach that will change how politicians run for office in the future.
So…if they could run a campaign to perfection, enter office with approval ratings that were stratospheric, and (as best as can be accomplished in our divided society) unite the country in anticipation of new leadership…what the heck is going so wrong?
They’re an example of something we should all learn about business: It’s easier to make the sale than deliver the service.
Don’t misunderstand me: I’m not saying this is the solitary aspect in our complex world going astray for the President — nor am I saying that it’s “easy” to sell. It’s VERY difficult to sell, especially during this challenging economy.
It’s just a tougher exercise to execute the level of service…to “deliver the goods”…your customer now expects as a result of your sales process.
An article in Sunday’s Washington Post by Dan Balz suggests that President Reagan’s first term — “a deep recession, low approval ratings and an adverse midterm election in his first two years and win reelection handily two years later, then Obama could easily do the same, they reason”– can be an example.
(courtesy Dennis Cook/AP)
But, here’s their problem: If you are old enough to remember the campaign, what are the promises you recall from Reagan in 1980? I recall he would cut taxes and government. He did.
Interestingly enough, Reagan had popularity ratings almost as low as Obama’s are now at this point in office. He ended up winning in a 1984 landslide — because, like him or not, he did what he said he would do.
courtesy Getty Images
I would suggest Mr. Obama has a more difficult time ahead. I don’t believe he has yet shown us the ability to manage his presidency with a similar efficiency and focus as the campaign.
Yet, there is a larger — and, perhaps, more important — lesson for all business here. When we don’t integrate our sales messages with our ability to deliver service, we set ourselves up for failure and customer disappointment.
I’ll bet the Obama team had more focus on delivering a sale — a win at the polls — than they’ve had about delivering the service/results after they won the election.
I’ll bet your team has more focus on winning the sale of your products and services than you do about delivering the service/results your customer desires after they’ve purchased.
You can argue the point…but, I’ll just ask two questions:
1) How much did you spend in the last five years on sales training?
2) How much have you spent in the same time period on programs to educate your colleagues on integrating the customer experience into everything you do?
If you spend more on training for sales than for creating customer experiences…you’re guilty of the “Obama Mistake.”
Is your business guilty of the “Obama Mistake”?
August 22, 2010 · 5 comments
(Again, a standard disclaimer I always make when talking about elected officials or political issues. This is NOT a commentary on politics. It is examining a situation in politics — like we would in other arenas such as business, entertainment, or books — and learning from it.)
The Presidential campaign of Barack Obama was, quite literally, a game changer.
As I document in “Collapse of Distinction,” the team of managers and their candidate overcame incredible odds to win — and, along the way, created a highly distinctive approach that will change how politicians run for office in the future.
So…if they could run a campaign to perfection, enter office with approval ratings that were stratospheric, and (as best as can be accomplished in our divided society) unite the country in anticipation of new leadership…what the heck is going so wrong?
Don’t misunderstand me: I’m not saying this is the solitary aspect in our complex world going astray for the President — nor am I saying that it’s “easy” to sell. It’s VERY difficult to sell, especially during this challenging economy.
It’s just a tougher exercise to execute the level of service…to “deliver the goods”…your customer now expects as a result of your sales process.
An article in Sunday’s Washington Post by Dan Balz suggests that President Reagan’s first term — “a deep recession, low approval ratings and an adverse midterm election in his first two years and win reelection handily two years later, then Obama could easily do the same, they reason”– can be an example.
(courtesy Dennis Cook/AP)
But, here’s their problem: If you are old enough to remember the campaign, what are the promises you recall from Reagan in 1980? I recall he would cut taxes and government. He did.
Interestingly enough, Reagan had popularity ratings almost as low as Obama’s are now at this point in office. He ended up winning in a 1984 landslide — because, like him or not, he did what he said he would do.
courtesy Getty Images
I’ll bet the Obama team had more focus on delivering a sale — a win at the polls — than they’ve had about delivering the service/results after they won the election.
I’ll bet your team has more focus on winning the sale of your products and services than you do about delivering the service/results your customer desires after they’ve purchased.
You can argue the point…but, I’ll just ask two questions:
1) How much did you spend in the last five years on sales training?
2) How much have you spent in the same time period on programs to educate your colleagues on integrating the customer experience into everything you do?
If you spend more on training for sales than for creating customer experiences…you’re guilty of the “Obama Mistake.”