Key Business Insights from Trump’s GOP Primary Campaign

Regardless of the next election’s outcome, volumes will be written about Donald Trump’s foray into presidential politics.  Here are some Key Business Insights to his GOP Campaign.
Bad enough that he’s rich, that he’s arrogant and egotistical, that he’s brazen enough to champion the idea of American exceptionalism in stark opposition to what appears to be a growing globalist agenda. The man has bad hair and he relentlessly points out the shortcomings of political correctness. He’s appalling, at least according to the talking heads in the media.
Many Americans, however, are voicing a different perspective. Fed up with being told what to think and feel in the Land of the Free, huge numbers of them are rallying in support of the one man whose self-funded moxie offers hope that they may yet retain what they’ve been struggling to hold onto: their independence. And neither the Republican nor the Democrat establishment has a clue what to do about it.
For entrepreneurs and small business owners, there are some worthwhile takeaways from Trump’s latest adventure.
By willfully disregarding “the rules,” he’s locked in an estimated 39 percent of the predicted GOP vote in key states during the week of Sept. 14. That’s the largest percentage ever earned by a candidate in any primary race in history, according to CNN. Interestingly, a New York Times/CBS News poll conducted that very same week showed Trump placing dead last for honesty and trustworthiness among the top six candidates from either party.

Q: If that’s true, why are so many people flocking to him?
A: Psychology. It’s complicated; like capturing leads, or making sales, or building a brand.
Trump is both a well-established, top-notch salesman and a proven master of media. His approach to the GOP primary race offers some eye-opening insights for business owners, including:

They Can Only Tell You What to Say If You Let Them

Love him or hate him, Trump knows the score. He knows that, for many years now, people have felt increasingly pressured into silencing their opinions and beliefs in favor of a nebulously defined, PC-approved “tolerance” agenda.
But political correctness isn’t something Americans were ever given the opportunity to vote on—some might say it was more like a hand grenade hurled into the American psyche—and the movement has now reached such extreme levels that many feel unable to express themselves without fear of life-altering consequences, such as job loss, being smeared in the media and, in some cases, threats of physical violence or death.

• Insight: By offering himself as a voice to the voiceless, Trump is validating his constituents’ feelings—just as business owners should strive to validate the feelings of their customers. Because there are no “wrong” feelings, only wrong actions. Feelings come and go; they change instantaneously in response to the countless stimuli and chemical reactions taking place in our brains at any given moment. It’s our actions that define us. The choices we make.

By prioritizing your customers’ fears, hopes and values above your own, you’ll be establishing a bond of trust that can be built upon. Customers who know you “get” them are far more likely to give you the benefit of the doubt when it’s time to do business.

Everyone Loves a Winner

Osama bin Laden famously said, “When people see a strong horse and a weak horse, they will naturally want to side with the strong horse.” He wasn’t wrong (about that.)
In the U.S., people love to root for the underdog. But they’re rooting for him to win.
In pretty much every area of life—school, sports, careers, dating, politics, etc.—we align ourselves with winners. In politics especially, many people flock to whichever candidate is perceived to be the emerging winner, regardless of what he or she stands for. Hence, the cult of personality mindset that drives national elections.
Trump gets this, as evidenced by his Sept. 14 speech, which emphasized two core messages: 1) he’s a real candidate who doesn’t need a teleprompter, and 2) he’s a winner, winner, winner.

• Insight: In business, you should be genuine, open and honest. Freely share relevant information, such as revenues, as needed. Avoid engaging in any activity that would make it seem like you have something to hide. And never lie—customers will forgive an honest mistake, but they’ll never abide a liar.

In this same spirit of openness, don’t be afraid to let your victories be known. You don’t have to be as in-your-face about it as Trump is, but winners win—and that’s a good thing.  Be humble, but strong. And make sure your customers know that every victory you achieve is a big win on their behalf as it relates to customer satisfaction. Better yet, let them know how their loyalty and testimonials help validate your successes.

Being the Center of Attention Has Its Privileges

Trump makes headlines. The upside to being a media master (i.e. someone who knows how to play the game) is that virtually everything you say and do becomes “newsworthy.” And there’s no such thing as bad publicity, as the saying goes. No matter what you think of the man, his persona, his politics or his methods, there is much to be learned from Donald Trump’s rise from a slim-chance wannabe to the GOP heavyweight contender.

• Insight: If you want your life (or your business) to be radically different from the way it’s always been, you must be willing to take radical action. That means you must do something to generate headlines beyond the scope of your company’s website or social media pages.

Get creative. Do something that the media—or your customers—will feel inspired to write about, such as your decision to champion an important local cause. If taking up causes isn’t your thing, that’s okay; just do something interesting, fun or unexpected that smacks of authenticity and offers value to others, not just your brand.
Although it’s highly unlikely that your personal or business brand power will rival Donald Trump’s, if you appeal to your customer’s psychological needs, establish a common bond based on their values, and make smart use of media exposure, your business will flourish and your customers will rally to your support when you need them most.

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All Things Are Possible,
Susan Tuck
susantuck.com