Friday, November 16, 2012

President Obama's Winning Sales and Marketing Strategy

At iLantern we subscribe to selling methodologies byCustomerCentric Selling® that focus on understanding the buyer’s behavior in order to mitigate risk and shorten the selling cycle.

Understanding CustomerCentric Selling’s® methodology, a good seller can lead the buyer through all phases of the sales cycle, both mitigating risk and elevating the benefits of their product to assist in their pain points and to shorten the sales cycle. A multi-dimensional methodology at its core, there are at least four main concerns for the buyer: need, cost, solution and risk.  At each stage, the level of these concerns ebbs and flows making it imperative to stay educated and tuned into the buyer through the entire process.

Here is how President Obama’s campaign unfolded in relation to a sales cycle:

1.     Marketing – President Obama’s team had a deep understanding that data makes all the difference. They tapped into the voter’s behaviors, unlocking their “lead score”, therefore, letting marketing create the right messaging based on their behaviors.   As the campaign was underway the team continually tracked voters and created optimal messaging that would help bring the voter into the sales cycle.

2.     Phase One of the Selling Cycle – In this stage the voter self-educates and begins to formulate an opinion by listening to sound bites from TV, social media, and radio.  President Obama’s team was ready with messaging before the voter even started listening or even contributing.   Using the marketing data, the team could formulate their messaging; leaving less need for re-education in Phase Two.

3.     Phase Two of the Selling Cycle – Consider this the evaluation phase.  The voter takes their time to evaluate the candidate and whether or not the candidate’s solutions can fit their pain points.  Will the candidate alleviate x problem?  Will the candidate deliver on their promises? Again, the data reveals that the voter’s risk is escalating.  Armed with that information, using TV ads, twitter, social, and radio, the messaging can be tailored to address risk.  What type of messaging is needed to help mitigate risk coupled with the voter’s understanding of what the solution will do for them?  Obama’s team was able to optimize that data to target the unsure voters.  There was less of a need to re-educate the voters because during every step, the data informed the strategy teams, allowing for nimble and agile readjustments along the way.

4.     Phase Three of the Selling Cycle – Calling all Hail Mary plays. This is commitment time. Risk is at the zenith.  Making decisions make most hesitate, holding up the deal or the vote. How did President Obama seal the deal? There was certainly some mud-slinging going on, which isn’t what a good seller should do, but ultimately the mud-slinging became mute based on the right strategies through the rest of the cycle. President Obama’s team stayed tuned in every step of the way.  This means data.  Understanding the voter’s behavior, the TV shows that the target groups likes to watch, the times when they go on Facebook, re-tweet, post, or speak during polls; this data matters and the Man who best used it won.

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