The Upcoming Election: Competitive Selling Strategies

For those of us who are students of competitive selling, every day of this presidential race is a crash course in competitive strategies and tactics. 

As I write this, the polls (right or wrong) say that the Republicans have closed the lead the Democrats had been holding.  McCain slowed Obama’s momentum and has created some of his own.

Here are some of my observations about what has happened to alter the balance of power toward McCain. My comments relate to the strategies, tactics, and approaches employed by the candidates, from a sales strategist’s point of view.  I’m not endorsing either, nor pretending to be a political pundit.

• Obama (and a lot of other people) knew that McCain was going to attack him, and attack hard.  McCain attacked hard.  When Obama finally defended himself, it was too little, too late.  Also, Obama didn’t (and doesn’t) employ surrogates effectively to defend him or attack the McCain ticket, which is typical in political battles such as this.  Obama generally does it himself.  Biden, who should have jumped into the fray when Palin attacked Obama (likely a Karl Rove tactic), didn’t.  Obama fell for the trap—got distracted and went off-message.  Mishandled.
  

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• McCain selected Palin as his VP choice. Knowing she hadn’t been thoroughly vetted and issues could arise, Republicans (McCain’s surrogates, including Guiliani, Thompson, and Romney) proactively attacked the media immunizing the public against what may be uncovered by the media.  Then they can say, “See, we told you the liberal media is anti-McCain/Palin.”  A textbook competitive immunize tactic, but well-executed. 
  

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• Republicans continue to highlight McCain’s imprisonment, torture and overall military service as a critical decision criterion for the election.  Unable to attack on that point, Obama is at a disadvantage.  Advantage Republicans
  

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• McCain hijacked Obama’s “change” message, transforming himself and Palin into change candidates.  This caught the Democrats completely off-guard.  My take: Smart on McCain’s part.  Mishandled by Democrats.
  

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• McCain completely, and quite effectively, distanced himself from not only Bush and Cheney, but his own Republican party.  The “Maverick” moniker continues to gain traction.  Even with this going on, the Democrats are unable to make an issue about the fact that Palin’s speech was written by a former Bush speechwriter or Karl Rove’s ongoing advice to McCain, connecting McCain back to the Bush White House.  Advantage Republicans.
  

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• Republicans continue to keep Palin from the press.  Democrats stamp their feet and complain how unfair it is, but the fact is, the Republicans are getting away with it.  One Charlie Gibson-type of interview every 10 days or so, a town-meeting or two, plus the VP debate, and Palin is home free with a minimum of potential risk.   Gutsy, but effective. 
  

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• The Republicans have effectively removed “the issues” as a decision criterion for electing this president, pushing instead the characters of the two nominees as mavericks, change-agents, experienced, competent, for the people.  Effective so far.
  

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• McCain and his surrogates (yesterday it was Guiliani) continue to attack Obama for not participating with McCain in the town hall meeting tour that McCain has proposed.  Obama’s camp said he didn’t participate because it would have prevented him from having total control of when and where he would be campaigning.  That would have been a good plan, except Obama never had a strong message as to why he wasn’t participating so the Republicans are pressing the issue.  Mishandled by Obama.

What should the Democrats do?  I’m interested in your opinions.  Comment below or send me an email.  Use an alias, if you’d like.  I’ll protect your privacy.

I’ll offer up some suggestions of my own shortly.

Even More Sales Lessons from the Campaign

If you’re a student of politics as I am, this primary campaign has become really exciting.

Last evening Obama walked away with a big victory.  Clinton supporters will say that he won in North Carolina with fewer votes than the polls two weeks ago suggested he would.  And, that Clinton won Indiana, a neighboring state to Obama’s home state.  And, that he significantly outspent Clinton.  Those are facts.

Obama supporters say according to the rules that Clinton approved when this all started, he’s won.  They say that even with all the brand recognition and charisma Bill Clinton brings to the race, they couldn’t win in North Carolina.  Those are facts as well.

What happened?  I’m not going to pretend I’m a political strategist.  As a sales strategist, I believe that:

1. Clinton continued to go negative on Obama.  She didn’t jump into the fray with the latest Reverend Wright activity, but she continues to discredit Obama in no uncertain terms.  This hurt her.  We learned a long time ago that most buyers don’t like when you go negative on the competition.