With
just less than 5 rallies to his name, Amama Mbabazi already ranks among
the favourites in the 2016 polls. Many see this as a surprise; some are
still nursing the shock while others are busy trying to brush the fact
that this man has gone several steps ahead of others, off the carpet,
just because they don't want to believe yet.
From a marketer’s perspective here are some lessons I think we can learn about selling our ideas and products:
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| Amama Mbabazi AdressingSupporters During One of His First Consultation Rallies In Eastern Uganda |
1. Identify and get closer to the influencers first.
For
major sales to materialise, decision makers (voters, managers) are the
deal-crackers. However, what is often ignored is the fact that their
decisions are influenced by those closest to them; not adverts
(promises), discounts or bonuses. The former premier understood that the
Uganda is influenced by the noise makers, the youth (poor youth
inclusive), the media (social media), and press so he started mixing
with them early enough. At one point he was voted the most interactive
leader on twitter world over.
Take away: Do not ignore your prospect's close associates.
2. Bring up conversations that will make the prospect interested.
Do
you remember JPAM (the prime minister) while attending youth meetings
or flagging off youth teams telling them that it is time for the youth
to take over? That the youth are the future of the country? Yes, in
doing this he succeeded in making them start asking questions like, "Who
can help us take over? Who can help us secure Uganda’s future?” By
doing this he succeeded in preparing the audience for the GoForward
agenda.
Take away: Once
you have a chance with the audience or influencer, start talking, break
the ice but stop there and give them a chance to think of the needs you
as a potential solution to their (your crafted) needs.
3. Don't be an open book for the competition to read.
The
man stirred debate about unfairness in NRM by simply refusing to pay
and pick nomination forms to contest in the primaries but kept away from
the noise that followed, and ended up looking like the innocent lawyer
trying to create a free, fair and democratic society.
Word
is still going around that he sponsored over 700 candidates to run in
NRM primaries but he has remained tight-lipped about the matter. These
and many more stories being spread about him might be defective but in a
way or another work to his advantage. People think he's very rich and
sharp. Who doesn't want such a president?
Take away: talk less.
To be continued...
Stephen Obeli Someday
Find Me on Twitter @StephenObeli
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