The Right Stuff
In the last post, I told you that your customer has to feel loved and special. In the previous post, I mentioned that your customer also needs to be afraid. Sales and public relations bring Fear and love together in the most elegant way. If the customers love you, they trust you. If you tell them they have something to fear, they will be afraid of it. If you like it, they’ll love it. If you hate it, so will they. Just like politicians, salespeople have to present themselves as authority figures. And if you have The Right Stuff, you can use sales and marketing principles to rise to the million-dollar round table or leader of the free world. And when I say “The Right Stuff,” I mean The Right Props. Sales and political campaigns are run by the same PR and marketing firms. So the props you’ll need to sell, well, anything, will be the exact same props you’ll need to get elected to public office. Your primary prop will be clothing. Clothes create the impression you want to...