Business Lessons From the French Election

What lesson would entrepreneurs learn from Nicolas Sarkozy’s defeat?

French President Nicolas Sarkozy’s defeat to French president elect Francois Hollande has a significant lesson for business leaders. The lesson is this: to succeed, an individual requires IQ, EQ (emotional intelligence) and SQ (social intelligence). sokaworld

Mr Sarkozy joins a list of high profile politicians including the likes of former US vice president Al Gore or former British Prime Minister Gordon Brown who overlooked the importance of appealing to the heart. kinmagazine

There is a saying in marketing that, people buy emotionally but justify their decisions rationally. Whether they are buying clothes in a retail store, searching for a solicitor on the internet or listening to a political campaign message, people are the same. businesschamp

In “Scientific Advertising” Claude C. Hopkins clearly articulated this point when he wrote the following; “Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learnt about them.” businesssalt

Mr Sarkozy, a former Interior Minister took his tough guy macho interior minister attitude into the Champs-Elysees in Paris. He lost the presidency a long time with his inability to explain his tough austerity measures to French people. Austerity is necessary for France, Greece and the rest of Europe. But as a leader, you need to have the ability to appeal to the people logically as well as emotionally.

The second lesson was the role of far right leader Marine Le Pen in Mr Sarkozy’s defeat. In marketing there is a concept called “Disruptive Innovation”. “Disruptive Innovation” is the little changes that allow a small business to take on the 800lb gorillas. All Marine Le Pen did was tweak Mr Sarkozy’s message place her own spin on it and she was able to disrupt both Mr Sarkozy and Francois Hollande’s campaign. For more info please visit these sites:-

As business leaders, we are all marketers. We need to learn the critical lesson from the mistake politicians make. The politician has five years to face his moment of truth, we as business people with the infinite choice brought about by the internet, a single strike and we are out of our customer’s favour.

Therefore, we cannot afford to repeat their mistake. It does not matter what your business is, whether you are selling product or service, whether you are a lawyer, accountant, doctor, dentist or consultant, there is always a way of infusing emotions into your marketing message.

You cannot try appealing to people logically; it would not be long before you are in the courts filing for bankruptcy. You therefore need to find a way of connecting people’s heart and head to your message.

What about the lessons from the Greek election? Yes! Greece! Oh – dear!

Let us pray.

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Romeo Richards is the CEO of The Business Education Center: the consultancy division of Richards International Group. The Business Education Center provides the most in-depth and comprehensive business coaching and training to professionals such as doctors, lawyers, accountants, business consultants, private security firms and retail executives. Romeo holds a Master’s Degree in International Relations and is the author of eight eBooks, a book and numerous articles, whitepapers and best practices on retail loss prevention and profit protection. His upcoming eBooks and books on Retail Store Design, Visual Merchandising, Retail Loss Prevention and How to make 7 Figures Annually as a Lawyer, Accountant, Business Consultant, Private Security Firm, Private Dental Practice, Private Medical Practice and NGOs & Public Sector Finance Management will be published in January 2012.


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