The King is dead. Long live the King.
Whether or not you care about politics in Australia or whom you vote for, there are some major marketing and sales strategies you can learn from Malcolm Turnbull and his ascension to the throne.
These are some of his comments when he announced his challenge.
“Now, we are living as Australians in the most exciting time. The big economic changes that we’re living through here and around the world offer enormous challenges and enormous opportunities. And we need a different style of leadership.
We need a style of leadership that explains those challenges and opportunities … and how to seize the opportunities. A style of leadership that respects the people’s intelligence, that explains these complex issues and then sets out the course of action we believe we should take and makes a case for it.
We need advocacy, not slogans. We need to respect the intelligence of the Australian people.”
Your clients are no different.
Your clients look to you to solve their problems. To help them achieve their goals.
But they’ll only trust and follow you if you explain their challenges and opportunities and “sell” your position in a way that brings them with you on the journey.
Which all comes down to marketing.
Not spin. Not hype. Genuinely putting the facts on the table, explaining the position and why the medicine, though bitter, is necessary.
Argue the case. Show them proof. Explain the alternatives including doing nothing. Do it well and people will come with you.
Talk about opportunities. Be expansive and enthusiastic. Excite your audience and share your vision which includes them.
Obama’s “Yes we can” is a classic example.
Malcolm again, ”The Australia of the future has to be a nation that is agile, that is innovative, that is creative. We can’t be defensive, we can’t future proof ourselves. We have to recognise that the disruption that we see driven by technology, the volatility in change is our friend if we are agile and smart enough to take advantage of it.
There has never been a more exciting time to be alive than today and there has never been a more exciting time to be an Australian.”
Malcolm is applying a tried and true marketing and sales philosophy which we’ve been teaching our clients for over 15 years.
It’s worked for him. It’s worked for our clients. It’ll work for you too.