When the debate over presidential candidates hits the sales floor, who wins and who loses?

It was Thanksgiving dinner.  I was maybe 10 or 11-years-old.  We were at my grandparent’s house along with all of my aunts and uncles.

That side of the family has a bunch of big Italian mouths.  Combine that with the fact that we grew up in Jersey and this dinner conversation only had one way to go.

I don’t remember much – but I do remember everyone yelling.  And I remember the words of advice my parents shared with me after.

“There are two things you’ve always got to be careful talking about – religion and politics.”

How true it is, especially now in 2016 as we’re in perhaps one of the most polarized times we’ve seen in years.

But do you entirely have to avoid talking politics in business?  Or can it actually help you grow?

Risk Assessment

There are a few different important factors what a business owner has to consider when determining whether or not she or he will make a policy against talking politics.

1. What is the political and socioeconomic climate of your area?

Take, for example, the car dealership that started giving away certificates for AR 15’s for people who bought a car from them.  If your company is in a very pro 2nd amendment region or state, this could be a spectacular marketing and public relations strategy.

Take that approach in a state that’s uber liberal – say, Connecticut – and you’re most likely going to be destroyed and vilified.

2.  How thick is your skin?

It doesn’t matter which side you’re on – conservative or liberal – you’re going to take heat when you get political.  Period.  You’re trying to do business with an economy of scale, which means that there are going to be people who are pissed.  You just can’t avoid it.

And what do pissed people do?  They turn to the internet.  How thick is your skin and how willing and able are you to deal with internet trolls?  What’s your social media strategy for dealing with backlash?

3.  What’s the climate of your staff?

Are you a die-hard Republican with a staff full of Clinton supporters?  If so, you’re going to want to rethink your strategy (and your data security).

Let’s keep in mind, in this massively divided country, people are often looking for something they can use to “stick it to you”.  Proceed cautiously when executing marketing strategies or even policies that involve politics.

Core Values

Every business owner has core values that guide them.  One could argue that leaving politics and religion out of the workplace is crucial.  But we’ve seen otherwise.

Chick-fil-A, In-N-Out, Forever 21, Tyson Foods, Mary Kay, Timberland, Alaska Air, Marriott, JetBlue, Interstate Batteries, Trijicon, and Hobby Lobby are just a few national companies not afraid to hide their religion or in some cases political perspectives.  And these companies are absolutely killing it.

If you’re the kind of business owner who is willing to put their values forward and not just stand behind them, but rather double down on them, then having these conversations could serve you well – especially when incorporated with a strong marketing and public relations strategy and crisis communication plan.

In the past couple of months, we’ve brought on some unbelievable new clients – all of whom contacted my agency after hearing and seeing some of my guest appearances on shows from Fox and Friends to The Jim Polito Show.  On these shows, we were talking about everything from millennials (somehow they’ve ended up dubbing me The Millennial Whisperer) to politics (where I picked up the nickname The Caffeinated Conservative).  Being on these shows and embroiled in controversial conversations is enough to make countless business owners cringe.  Luckily, it also works the opposite way as well – it’s enough to make countless business owners pick up the phone and call as well.

Let’s Make Business Great Again

Love him or hate him, Donald Trump is a genius.  He’s not running a political campaign.  He’s running a marketing campaign.  And there’s an important lesson for you to all take from him if we’re going to REALLY think about whether we should talk “politics” in the workplace or with customers.

But to understand what’s happening – what’s REALLY happening - I need you to cast your feelings about him aside for a minute.  Don’t think of him as a political hopeful.  Think of him as a marketer.

This is about niche marketing.  

The internet has given us this incredible opportunity to reach more people than ever before.  And as a result, countless business owners and leaders are dumbing down their message and their identity.  They're walking on politically correct eggshells, desperate to win over everyone.

It's time we stopped the insanity.

So removing the politics surrounding Trump for a minute, I need you all to take a look at what he's doing.  Because it's powerful.

He's leveraging one of the most underutilized tricks in the book - authenticity.

Let's take that a step further.  His authenticity in marketing is accomplishing the most important thing you can possibly do in this digital age - niche marketing.

All of a sudden, he's got a group of Republicans supporting him...Democrats supporting him...and people who don't even know what the hell a Democrat or a Republican is.  He has a message and he knows that that message will resonate with not everyone - but with many.  He knows that being a bull in a China shop (no outsourcing pun intended), he's set himself apart from his competition.

I'm not looking to get into the back and forth in the comments about politics.  But I DO want you to think about your own marketing.  Are you being 100% authentic in your marketing...or are you trying not to ruffle feathers?  Are you speaking to a highly targeted demographic...or are you trying to appeal to everyone?

Perhaps it's time we pull the Trump card when it comes to marketing yourself or your business.

I’d LOVE to hear your perspective about when it is and isn’t appropriate to talk politics in the dealership.  Leave your thoughts in the comments below.  And give this article a share on your LinkedIn, Facebook and Twitter.  Let’s see what kinds of conversations we can start.

POSTED BY

Kyle Reyes is President and CEO of The Silent Partner Marketing.  He's also an acclaimed Keynote Speaker on entrepreneurship, leadership, marketing and social media.  You can find him on Facebook,  LinkedIn and Snapchat (@dasilentpartner).