Who cares? What does this have to do with marketing?
The same thing happens to you in a selling or marketing situation. No matter how much the client wants to do business with you today, they have one way to swing - negative.
Conversely, a negative situation also has one way to swing, as proven by Mrs. Clinton’s recent comeback.
Big lesson to be learned here is you want to close as quickly as possible. You want to close the sale before the buyer swings negative and changes their mind.
And you want to follow up on seminar leads immediately afterwards, before people cool off.
Another great example we can look at is Target Stores. Just last year they were retail’s darlings. Today they are retail’s dogs, as shoppers have cheapened up and are marching back to Wal-Mart.
One thing CPAs don’t realize is that the emotional pendulum is very hard to keep in the positive position with clients and referral sources. Mr. Obama is learning that now.
You really have to work at keeping the client – or voter - in love with you. You really have to work at keeping the staff person’s attitude up. Emotions are not flat and don’t stay the same for long periods of time, except for CPAs of course.
That’s why this business is so easy: you compete mainly against people who pay no attention to the psychologies of marketing, selling, client relationship management and employee motivation. Unfortunately, some of these same kinds of people work in your own firm.
In Senator Obama’s case, there is an awful lot of time left before he makes the final sale. With the help of a compliant media, he will swing the pendulum back to positive big time by November.
By Allan Boress, CPA. Author of 12 published books on marketing and selling, including the AICPA's Mastering the Art of Marketing Professional Services.