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Bill Clinton is off the political stage again…for now.  But I thought it might be interesting to consider what did Bill Clinton taught us about strategic sales.

The Conclusion:

Many of us remember the catch phrase “It’s the economy, stupid!”  It was famous for keeping Clinton and his team focused on the key that would make the difference in the 1992 election.

What has this got to do with strategic sales? 

It’s easy for us to get focused on “strategic”, “advice”, “relationship”, etcetera… isn’t it what many of us   want?  Be in the advisory game, not the product game.

The reality is that clients dont’ go looking for “relationships” with providers.  They are built on a series of successful transactions.  One at a time.  Don’t make each event “valuable”?  Then don’t pass Go.

 The power of focus and tactical execution:

the back story… as a speaker Clinton was a rambler, a meander-er.  He could talk on anything, riffing whatever was the latest issue or the opposition’s attempt to call him out…but that wasn’t what was needed to close the deal for the presidency.  He put signs everywhere to remind himself that “It’s the economy, stupid!”

By focusing on the economy in 1992, he came from behind and won big. The phrase was so powerful, spin doctors took it to use in elections around the world.  It worked because it kept him focused, it kept his eye on the right ball at the right time.

So how does Bill’s message to himself relate to strategic sales professionals?

You got to walk your talk.

Every strategic sales professional uses words like “strategic” and “value-added”. That’s all very nice to demonstrate that you know what words to use - but like all business terms they lose power with repetition and no follow through.

Remember “It’s the transaction!”

Clients don’t measure the words; they measure the actions and results.  They want solid execution of transactions - the confidence in your focus - before we earn the right” to be seen as “strategic” or “preferred relationship”.” And it is an earning process.  No “know us”, no relevant solutions, no service.  All the quack, quack in the world will not prop up empty “strategic words”.

So … execute solidly - early and often.  Take care of the details.  Build on a solid foundation. Do Something Valuable.  As I like to say “Know Your Client Warm”.  Get out your copy of “Stop Selling and Do Something Valuable” and do up that agenda or summary letter.  Engage your client with it.  Create a path to be more strategic and earn the trust of the people (in your client’s organization) in the meantime.

P.S. Bet Hillary wishes she had committed to one simple focus this year, rather than over-reaching and under-performing.