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Commentary Archive

8/9/09 e-mail to the Fishy Czar...
8/6/09 Don't confuse us w/those other extremists!
8/1/09 Universal Health Care: Who is this about?
7/29/09 APR (Anybody's Percentage Rate?)
7/26/09 Let's have a beer and recalibrate.
7/24/09 Border-ing on the truth
7/19/09 Hillary Clinton: Victim of Sabotage?
7/17/09 Protect Us, Guardian Angels
7/12/09 'Cash for Clunkers' a stimulus for junkers?
7/4/09 PC or Socialist?
7/2/09 What you may not know about SEO
6/28/09 A Moment Of Silence...
6/26/09 Carville Validates Conservative Dissention
6/22/09 Guardian of Eatin'
6/19/09 Conservatism at a full Gallup
6/14/09 A Monumental Government Land Grab
6/12/09 Obama's Un-healthy Hypocrisy
6/7/09 DIY Obama
6/5/09 "... My re-set button is broken."
5/31/09 UPS: Urgent Passage Syndrome
5/29/09 Axis Upheaval
5/24/09 Dealing With The Car Czar
5/20/09 Lanny Davis: Spin Doctor Heal Thy Self
5/17/09 Mortar Board Rhymes With...
5/15/09 Dick Cheney: His Aim Is True
5/10/09 Taliban: The Renewable Resource
5/8/09 Tour de Farce
5/3/09 Fix It Again Taxpayers
5/1/09 Swine Flew
4/26/09 The Beautiful Last 100 Days
4/24/09 Oversteering to the Left
4/19/09 Propaganda...By The Book
4/17/09 Yo Ho Ho...
4/12/09 Captains Courageous
4/10/09 What's Wrong With Being A Superpower?
4/5/09 Numbing Your Census
4/2/09 Ugly Americanism
4/1/09 eddobloggo may need a bailout
3/29/09 Liberals HATE To Be Wrong
3/27/09 Republicans: They've Gotta GO!
3/22/09 Pulling Ticks Off RINO's
3/20/09 Selling Books to Deadheads
3/15/09 Detainees of Political Correctness
3/13/09 It's All About The O
3/8/09 The Weak Get Going Too
3/6/09 Put a Rush on it!
3/1/09 Sneak Peek: GM's Latest TV Spot
2/27/09 Our Love's In Jeopardy
2/22/09 Buddy, Can You Spare A Yuan?
2/20/09 Cam-pains In The Neck
2/15/09 Shovel-ready?
2/13/09 The Energy to Stimulate
2/8/09 Car & Driver Review by Tom Daschle
2/6/09 Everybody Funny
2/1/09 Blinded By Transparency
1/25/09

NIMBY Pimby/Namby Pamby

1/23/09 Appointments Beget Appointments
1/16/09 Plane Talk About Homeland Security
1/9/09 The Cadillac of Bailouts
1/2/09 Good News About Heart Attacks

*

2008 eddobloggo® Commentaries

 

 

Conservative Commentary

by Ed Donath

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© Copyright Ed Donath August 14, 2009

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Health Care Reform Sales Tutorial                                click here to subscribe to the eddobloggo RSS feedsubscribe via RSS


As previously stated here, no sale is ever consummated until the prospective buyer agrees with the seller that the price of the product or service in question is equal to or greater than it's perceived value. 

 

It is, therefore, incumbent upon any salesperson to build value in his product by presenting and explaining its features and their unique benefits to the satisfaction and edification of the prospective buyer.  Taking such an approach eliminates most pre-judgmental objections and makes it easier, later, to isolate and overcome valid objections through the restatement or clarification of the facts.

 

Employing a celebrity spokesperson, using a catchy slogan or jingle, having earned a Super Bowl ring or war hero's medals might get people in the door, stimulate hits to your website or help you to arrange sales appointments.  However, in the absence of an irresistible price or an ever-scarcer impulse buyer, solid salesmanship is more essential today than ever before, as dictated by our precarious economy, resultant universal belt-tightening and the availability of self-gatherable product information.

 

Most people would find it laughably insulting if a salesman in a Ford showroom made a presentation of a Focus sedan centered on claims that his counterpart at the local Chevrolet store is an uninformed extremist mobster and that Chevy's comparable Cobalt is junk because its design has not been overhauled since its introduction. 

 

Now imagine that in the process of his presentation, this same salesman had added unsubstantiated claims about the quality and cost of service at both local dealerships and about each manufacturer's warranty policy.  Imagine, further, that he had spoken of endorsements by people who had never given them. 

 

Possessing such flimsy, one-sided "knowledge" might persuade some people to cross Cobalt off their shopping list.  However, it would not prevent those people from visiting Toyota, Hyundai, Dodge or Nissan dealerships before closing a deal.  It certainly would not insure the Ford guy's sale of a Focus.  On the contrary, it would virtually destroy his credibility and his chance of making a deal with that particular prospect. 

 

As a sidebar to the preceding parable, salespeople, especially those who work in an environment like an auto showroom wherein trade-in deals are negotiated, have been on the receiving end of confrontational rhetoric from skeptical consumers (who often have large chips on their shoulders) since the first camel got traded in the desert millennia ago. 

 

It goes with the territory.  Just as it does in the private sector where employees are routinely questioned and reviewed by managers who, in order to survive, must maximize productivity while minimizing expenses.

 

With such extremely low approval ratings from Americans of every political persuasion, hasn't the time come for our elected officials to be treated by their employers -- citizens who work hard to pay the taxes that pay their salaries -- exactly like the rest of us have always been treated?

 

There is a right way and a wrong way to attempt to persuade people.  First and foremost, the persuader must gain trust by demonstrating his sincerity, openness (now known as transparency) and overall likeability.  Sales trainers and motivators refer to this process as "establishing common ground" or "building rapport".

 

Finally, while a particular product -- let's stick with that Ford Focus -- may appeal to any number of consumers' personal, demographic and economic situations, each consumer has a distinctly different set of needs and priorities. 

 

Whereas a young couple with a baby in a car seat may be willing to forsake some fuel economy in favor of better safety and crash-ability, an elderly couple on a fixed income would be more receptive to a presentation about low maintenance costs, excellent warranty coverage and exceptional MPG ratings.

 

Wrong Way

Right Way

Demean what the customer is currently using. Say things like: "The sooner we can get you out of that thing the better off you'll be." Mention how well the customer's 'thing' has served him and how an update and/or upgrade will make him even happier.
Demonize competitors and anyone who appears to side with them. Stick to a factual presentation of features & benefits until they outweigh those of competitors.
Never exaggerate or make unsubstantiated claims. "But you said that..." will never be reversible after the sale.
Talk too much. (Obama's word count is 9-1 compared to questioners at a televised town hall meeting.) Listen more than you talk. Be concise. Stick to the facts.  Be ready to quote from the spec sheet.
Never talk down to a potential buyer. Admit to imperfection. Ask: "How can we make this a better fit for you?"
One-size-fits-all presentations. Make separate presentations based on each customer's unique needs (ie: age, family size, income, lifestyle, physical challenges)
"I have great health insurance and so does every member of Congress..." is like saying "If you buy this Focus you'll have the same kind of digital clock as the one in my Lexus." Never go 'personal' unless the example of your own product or experience is exactly like the customer's.  
Talk about delivery details (urgency of approval) before the sale is consummated. Other than answering customers' specific questions about the process, any talk about taking ownership will be perceived as a pressure tactic.

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Reader Comments...


Good blog...The Democrats never intended to 'present' their product to the consumers, the plan was to close the deal before the august break, and have the bill show up belatedly.....

First they tried portraying the bill as simply one of compassion, where in they wanted to 'help' those poor unfortunates get the insurance they deserved....that worked on warm and fuzzy, think with their heart never their head liberals, but sane folks quickly objected because they wanted to hand out free health care to 20 million ILLEGALS....

So, like the slick "closers" they are, they quickly abandoned the entire compassion shtick, and started anew on the "we must pass health care reform within two weeks or the American economy will collapse" charade....again, thinking people began to wonder when did the federal government EVER create a new gigantic bureaucracy and run an entire industry that resulted in ANY SAVINGS what so ever?....

So now they go back to page 1, paragraph 1 of the ....How to fool a stupid liberal playbook, where it clearly states...and I quote..."In case of EMERGENCY (In liberaldom, people actually thinking classifies as an emergency)...forget all other tricks and foolery and go out and create a BIG...BAD...BOOGY-MAN, to get the little, unthinking liberals mad at someone else...

Seeing their dream of socializing America falling apart, liberals knew this time they needed an even bigger, even badder boogeyman, so they created a  two fold boogeyman...1. Big-evil corporate-insurance-giants reaping PROFITS....and, 2. Bussed in, professional obstructionist Nazi's, masquerading as American taxpayers...

And, as witnessed by knee jerk inane liberals around here...it's obviously working!

 

Proud2Be

Phoenix, AZ Arizona Republic


Obama has a lot to learn.

 

rainbowed

Great Falls, MT Tribunel


Talk too much. (Obama's word count is 9-1 compared to questioners at a televised town hall meeting.)"

That's because, unlike the last President, this one can form a complete sentence, Eddo. I know that you aren't used to it, but in another five or six years it will sink in.

 

draco

Lansing, MI State Journal

[Brevity is the soul of wit. Fast in fast out for Obama at the rate he's going approval-wise. -ED]


It's ok that President knows a lot of words, and, WOW, knows how to put them in a sentence unlike Pres. Bush. However, I thought the whole idea of hearing from the people was just that, hearing from the people. Whether either side likes it or not, people have a problem with healthcare reform. Doesn't really matter why, but until those fears are addressed it's just going to be more of the same. Politicians need to learn to SHUT UP for once and LISTEN. 

 

horsedreamz

Great Falls, MT


Last Sunday Howard Dean, MD told CNN:

WASHINGTON (CNN) — Former Democratic National Committee Chairman Howard Dean told CNN Sunday that former Alaska Gov. Sarah Palin had deliberately made up charges that the Obama administration’s health care bill would lead to euthanasia.

“About euthanasia, they're just totally erroneous. She just made that up,” he said. “Just like the ‘Bridge to Nowhere’ that she supposedly didn't support.

Well Dr Dean made that up. No where did Governor Palin use the word "euthanasia." He just made that up.

Since her rebuttal this week her critics have been uncommonly silent. It looks like she stole Dr Dean's stethoscope. Or was it his bull horn? I haven't watched the Sunday "Talkies" in many years, but I'll try to sit through one or two, tomorrow.

 

GreyCaravel

Montgomery, AL Advertiser


Very well said. Do you work in sales? ;-)

 

rock67

Des Moines, IA Register

[I've been involved with auto sales/marketing since 1987 with prior experience in media ad sales.  Thanks for reading and for your complimentary comment. -ED]


And the republican plan (aside from kidnapping the town hall meetings) is what again or have we even heard a republican plan. No one I know has. (If this gets published)

 

Wesley

Palm Springs, CA

[You seem to be forgetting that Health Care -- better referred to as Obamacare -- is a Dem initiative.  If libs, including the Dear Leader, can't explain it, let alone justify it and its costs, then why do you blame that problem on Republicans? Incidentally, it's not just Republicans who are exercising their First Amendment right to speak out about the overspending and socialism -- Conservatives like me are being joined by Independents and Libertarians in greater numbers than you will ever admit. It's non-related, Wesley, but right-wingers are not afraid of opposing views so feel free to try your luck at getting one over on me anytime.]


Nice column. This describes exactly how the Republocrats operate; purely the wrong approach because their desire is not to help us. It is to push their agenda, which has been developed with government interest at heart, not ours. It's sad that so many people in DC have been sucked into the system and deluded into believing that what they want is best for all of us.

 

vortican

Lansing, MI State Journal


I saw shelia jackson lee on tv last night saying she was trying to convince the people at her town hall, which was stacked with plants and out-of-towners, to be in favor of obamacare. I always thought the representatives were supposed to follow the will of the people. Or was that the way it used to be?

obama and his cohorts should go into the timeshare sales racket, they might do better.  Great piece Ed.

 

deserttrek

Palm Springs, CA Desert Sun


By the way, do you have a source for the 9 to 1 word count comment?  (Not that I have a problem with it - I'd rather hear him talk than listen to tea baggers endlessly repeat the lies they've been told by Beck and Hannity.)

 

Anonymous

[You'd rather hear your lies repeated by a higher source -- the Dear Leader.  Well, with a 9-1 word count you sure won't be disappointed with his repetitiveness. -ED]


This gives a whole new meaning to the adage, "Focus! Focus! Focus!"

 

OreMtn

Great Falls, MT Tribune


Yes, I also love the part about "let's not make this personal." LOL! This always shuts up the person who asked the question when it should bring the come back "It is personal" you ass!

What people need to remember is, there are fewer in the house and senate than there are little people who need medical care. So they get the very best and we get what is left. The crumbles in other words. Just like CEOs, etc. get the biggest money because there is only one of them, and the little people who work for them get the crumbles that are left. That is life folks!

 

soapbox55

Salem, OR Statesman-Journal


 

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