I have a neighbor who just ran for election for a non-partisan office. A week after election day ballots are still being counted and he still doesn’t know if he won the tight race. I saw him walking in the neighborhood and I asked him what he learned from running for office for the first time. What he said surprised me, and it shows how every decision has an impact. Even the ones you wouldn’t expect.
The first thing he said was, “I hadn’t factored in the shorter days.” As the days grew shorter, he explained, he had less time to canvass door to door. In the summer, he had four hours to talk to people at their homes in the evening. As the election approached, that was cut to just 2 hours. Apparently people don’t want to open their doors to strangers when it’s dark. The candidate said he needed to start campaigning harder, sooner. It’s a good lesson for business and in life. Start early, and get out fast and first.
Target Likely Customers
The second thing he learned was to spend more time talking to the voters who were most likely to vote for him. Though his office was a non-partisan office, people still asked what party he was affiliated with. Those who were members of the opposite party were more likely to end the conversation immediately. He didn’t have a chance with them. He needed to spend more time canvassing the voters who were already in his camp. In other words, talk to existing customers. It’s a basic rule of doing business. You’re much more likely to get a sale from an existing customer, or one who fits the profile of your perfect customer, than one who doesn’t fit your customer profile.
Paying attention to small details can make a big difference. Here’s the link for the sunrise/sunset table at the Naval Oceanography Portal website. You can pick any U.S. location and get the entire year of data. You’ll be surprised how often you can use it!