Want To Learn Communication? Don’t Watch Bush!

I voted for him, but I’ve never quite seen someone so inept at communicating to people. His poll ratings reflect that–more than they do policy questions. If he’d have been in my seminar in January in DC and had asked me how to handle the Port deal (Dubai World Ports), here would have been my suggestion. (I know he won’t read this–this is really for you–the advanced seller). By the way, I’m not supporting or in opposition to the port deal. I’m merely pointing out errors in process.

TIP 1. Always say immediately what you’re going to say eventually. You can’t hide from the truth so why bother? Caskey: “GW, go on TV and say, ‘Folks, we are looking for ways to create better inspection at our ports and we are talking with some companies. Yes, we are even talking to some foreign companies. I’ll keep you posted.'”

TIP 2. Keep ’em posted. When will GW learn that he needs to inform us directly, rather than waiting until the media does it? The media leaves out important information that he could include. But if he can’t sit down and have a discussion with us, with some charts and graphs and graphics (yes, maybe even a PowerPoint), then you can’t blame us for listening to the media. Where else would we go to get our information? Come one George. Keep us posted. Not on spin, but on facts.

TIP 3. Keep the original intent on the table. In sales, whenever we get sidetracked with objections from our prospects, we always go back to the original pain–the orginal intent–why is the customer wanting to solve this problem? He should do the same. “Folks, here is what we found. That in order for us to run our ports effectively and safely–with a maxmimum of protection–we are looking at one of the largest companies in the world–Dubai. Here is why I’m leaning toward them….a), b) and c). Let me give you some of the ports they manage. Let me tell you what I heard when I talked to the countries they worked with. ”

But the bottom line is he didn’t do any of that. Some of you will say, “yes, but he didn’t even know about the port deal.” To which I would say, yeah, right.