On Tuesday night, like so many others, I watched President Barack Obama give his farewell speech to the nation. I must admit that it was as emotional for me watching him say goodbye as it was watching him launch his bid to become President in 2007. And in spite of the challenges our country faces, like the #POTUS, I still believe that deep down we are not a collection of Red States and Blue States but we are the United States of America. We just have a little family drama going on right now.
As I watched the farewell speech, I was reminded of what a great communicator President Obama is. Love him or hate him, you can’t overlook the fact that he knows how to get his message out to the masses and close the deal. So after I put away my tissue (remember, it was an emotional event), I ran the highlights of the farewell speech through my mind. I realized that there were three things that #POTUS did in his speech that were so seamless and effective that I almost missed them.
Here is the 3-Step Sales Strategy from the #POTUS Farewell Speech
Farewell Speech Point #1 – He Told His Story
In his speech, #POTUS talked about moving to Chicago more than 20 years ago searching for his purpose. He reminisced about working with church groups and witnessing “the power of faith and the quiet dignity of working people in the face of struggle and loss”. He shared how these experiences helped to expand his world view and taught him that “change only happens when ordinary people get involved”.
Next, he began talking about what he felt were the most successful accomplishments of his presidency. He reminded the listeners that he was able to implement a plan and get results. This is something we must do every time we talk to our prospects and clients. Telling your story will help you promote your brand and build customer loyalty.
Farewell Speech Point #2 – He Spoke to Our Pain
In his speech, President Obama talked about the unevenness of this experiment that we call democracy. #POTUS acknowledged that there are many in this country who are fearful about what the next four years may hold. Whether the fear was tied to a lack of economic opportunity, healthcare, taxes or basic civil rights, he let his audience know that heard them and he was confident that together we can still make things better.
And isn’t that what our clients really want to know? That we feel and understand their pain? When your prospects believe there are solution that, if implemented properly, would address and erase those pains, they become clients. They are ready to buy what you are selling.
Farewell Speech Point #3 – He Gave a Call-to-Action
This is where I have always thought President Obama excelled. He never left his audience wondering what they should do next. He reminded us that democracy requires action. Three suggestions he made were:
- If you’re tired of arguing with strangers on the internet, try to talk with one in real life.
- If something needs fixing, lace up your shoes and do some organizing.
- If you’re disappointed by your elected officials, grab a clipboard, get some signatures, and run for office yourself.
The bottom line was that everyone needs to “Show up. Dive in. Persevere”.
Now, I can admit that for some reason crafting a clear Call-to-Action was one of my weaknesses as an entrepreneur. I would write blogs and articles and just assume that the readers knew I wanted them to like and share the post, join my mailing list or download my special offers. Somehow, without me telling them, they were just supposed to know what to do. Once I realized that was not a winning strategy, I made some changes.
Take a few moments and look at how you communicate to your prospects and clients. Whether your interactions are written or verbal, make sure you are; effectively telling your story, speaking to your client’s pain and giving a clear Call-To-Action. President Obama has proved that this is a selling strategy that works.
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