If you think I’m here to discuss the differences between each candidate’s platform, think again. I’m here to talk about how you can learn some selling tactics all candidates use while running for office. And in this example, you and I are the customers. Let’s get started.

Here are the steps both candidates will take to win your vote:

• They will talk about the current situation and the problems or changes that must be made;
• They will explain how the problem affects you personally;
• They will outline the solution to solve your problem; and
• They will discuss a vision of the future and how your life will improve with this problem being solved.

The thing to pay attention to is that candidates sometimes have opposing solutions to the same problem. They will point out why their opponents’ solution will not help you with your problem but hurt you.

The candidates then describe a vision for a better future, usually at opposing ends. Sound confusing, it is, and this is how your customers feel. That’s why, when you’re selling, use the K.I.S.S. principle: keep it simple, stupid.

Many people will vote based on whether or not they like or dislike a candidate, regardless of the party or how qualified that person is to be president. Your customers are no different. If I’ve said once, I’ve said a hundred times, “People do business with people they like,” not the smartest and not the best salesperson, but someone they like … So, be likable!

Selling is an art, not a science. I get much pushback when I say that people don’t buy only based on price; they buy based on the VALUE your product or service brings them. Your job is to determine what value your product or service offers your customer and sell how the value solves your customer’s problem. Of course, not before you identify and make clear what your customer’s problem is.

Don’t be fooled; it’s too simplistic to think your customer always buys the cheapest price, because they don’t. Your job is to dig deeper to find what value your product or service offers. And trust me, your product or service has value otherwise, you’d be without a job.

If your customer is always beating you up about price, it’s because you haven’t sold them the value you’re offering them. You leave them no choice but to compare you with your competition at a lower price because you didn’t demonstrate and sell the value your product or service will bring to solving their problem.

What VALUE does your product or service offer your customers?

My 2 cents.