Sales, branding, and a lesson from history

I have been watching a few specials about Hitler on the History channel the last few weeks, and got me thinking how this all relates to business.

First, Hitler solicited emotion from an entire nation with the flag and the schwastika (geeze...I can't spell)...and now that symbol elicits an entirely different type of emotion in people. Frankly, it makes my stomach turn.

Before the Nazi era, the schwastika symbol was used by different groups. For example, it meant "peace" to some Native American groups. Indeed, even the college I am attending used that symbol before the war--for example, they had a newspaper called the Schwastika. Obviously, it was promptly dumped when its new Nazi connotations became apparent.

Hitler did horrible, horrible things--but that is not what this post is about. Instead, I would like to examine his techniques (sales and branding techniques, if you will).

This man really had a mind for business--he would have made a great Fuller Brushman seller. *grin* Imagine if you could harness his sales techniques--for good of course!

First--he got nearly an entire nation to rally around him through his propoganda techniques and charismatic personality. And he SOLD them on his ideas.

Next, he made his "sales" by evoking emotion--isn't that what we often strive for in sales?

And branding--the flag and Nazi symbols were so well known now...and even more so now, perhaps.

Now add those all up...what if you could be such a powerful sales person that your business logo was extremely well known and automatically evoked a highly emotional response?

But, if you do not want to do this, or cannot, here is another interesting tidbit...

Solingen, the primary knife/sword/dagger manufacturer in Germany started having a slump in sales, until they decided to jump on the bandwagon.

They went to Hitler (ish...even the word evokes an emotional response in me every time I type it!) and convinced him that army officers needed special daggers--pride symbols, if you will. He agreed, and ordered a bunch. Then there was a flurry of activity after that--the Luftwaffe officers needed special daggers, then the Navy, then civil groups, and even "Hitler Youth" groups. Solingen was back in business!

So Solingen was smart--they knew their potential consumers, and they spotted a trend. They appealed to Hitler's emotions by suggesting special daggers for exclusive groups--with the appropriate Nazi symbols and mottos engraved on the blade. (By the way, these daggers are now among the most expensive ones you will find from the WWII era--so in a way, Hitler is still "selling"--although again, for entirely different reasons).

In summary--find your idea/product, evoke emotion, and turn an entire population onto the idea/product. Get enough people to rally behind you, and others will believe you have the best idea since sliced bread. (Although please make sure it really is a good idea *grin*)

Any thoughts on what else made Hitler such a "great" salesman? (No, I didn't say a great man...!)

Becky




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