5 Things Businesses Can Learn From Martha Coakley

Businesses can learn many things from studying political campaigns. Take for instance, Martha Coakley’s disastrous US Senate race in Massachusetts. Here are five things we can learn from her mistakes:

1) Know your audience-she calls Curt Schilling a Yankee fan and then when someone dares to question her energy on the campaign trail, she makes a negative reference to Fenway Park by saying, “As opposed to standing outside Fenway Park? In the cold? Shaking hands?’’ Coakley, the Attorney General of the State of Massachusetts, insults Schilling who is practically a god in these parts. To make matters worse, she insults Fenway Park. This was an unfathomable error on her part. You can’t expect to woo your audience when you’ve just insulted what they hold dear.

2) Don’t Take Your Opponent for Granted-Martha Coakley ran her campaign as if she was entitled to the US Senate seat. Voters don’t like entitlement attitudes. In a similar manner, businesses can’t afford to take the competition for granted. Business and votes have to be earned every day. Complacency is a killer for both businesses and political campaigns.

3) Ask for the vote-Coakley assumed that Massachusetts voters would vote for her because they’ve always (at least since 1960) voted for Democrats for this Senate seat. Because she assumed, she never asked voters for their vote. This came across as smug and arrogant. Similarly, businesses can’t just put their products or services out there, assuming customers will buy. Businesses have to pursue their potential clients/customers and ask them to purchase their products or services.

4) You Gotta Walk the Walk-Coakley dismissed meet and greets. She just didn’t want to do it. Her opponent, Senator-elect Brown canvassed the entire state, meeting people, shaking hands and kissing babies. He was present to voters and gladly pressed the flesh. Businesses can’t remain in their own little cocoon either. Owners have to get out there and meet their potential clients. After all, people do business with people whom they like.

5) No Substitute for Hard Work-Coakley was on vacation over the holidays and Brown passed right by her. Brown was willing to hit the ground running, doing the little things necessary to win. Coakley, on the other hand, was lazy, cold, and distant. Business owners have to work hard to succeed. It doesn’t come easy or without lots of hard work, sweat, and perhaps a few tears.

So, whether you’re a Republican, Democrat, or Independent, there are business lessons to be learned from this Senate race.