Having listened to the final leaders debate last night I was amazed by Gordon Brown’s insistence to focus on entirely negative statements throughout his concluding speech. There was not one single positive thing in that statement. He missed a glorious opportunity to reinforce all the positive reasons why voters should re-elect a Labour government by sounding scared and desperate – both deeply unattractive characteristics.
Number one lesson in customer engagement and sales – NEVER slag off the competition!!!
Almost without exception it leaves a deeply cynical and suspicious customer behind. It rarely communicates how fabulous you and your services are. It never suggests you’re an innovative thinker. Seldom does it act to strengthen feelings of trust and confidence. In short, you inevitably communicate how preoccupied you are with everything other than the customer you’re here to serve.
There are many ways in which we unwittingly undermine our authority – Gordon Brown gave a master class in alienating potential customers and causing existing one’s to disconnect.