Mid Atlantic Real Estate Journal — October 26 - November 8, 2012 — 5C
www.marejournal.com
MABFM ‘12
By Bob Roberti, for Liberty Mechanical Contractors Selling in a Presidential election year
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I
n my forty years of sell- ing mechanical services to industrial clients one of my most trying accomplishments is to convince clients to buy or move ahead with projects during a Presidential election year. This year especially has been one of the most difficult climates for making sales and getting commitments for cus- tomers to buy. Let’s look at the economy for one. Everyone had to adjust to a recession that has lasted for years now. Corporate mergers, downsizing, layoffs and bank- ruptcies have shaken the very foundations of some of our most loyal and valued customers. These same clients who once spent freely are now watching every dollar in their mainte- nance and capital budgets. In many cases, capital improve- ment budgets have been cut down to nothing. Selling in general in the longest recession ever has been difficult at best; sometimes almost impossible depending upon your goods and services.
Let’s look at other factors. The President’s approval rat- ing, the majority of Americans at one point were not happy with the President’s job per- formance. Although very likeable, many felt he wasn’t doing enough to get the economy moving again. Many business managers didn’t have confi- dence in his leadership ability and felt there may be a change coming. A vulnerable Presi- dent presents opportunities for any number of candidates from the opposition party. That is exactly what happened this year. Many candidates saw opportunities to throw their hats in the ring. This causes a major set back in the busi- ness cycle. Those companies who may want to spend money on goods and services become distracted and take a wait and see attitude. This means they do nothing. Finally the candidates are reduced to a one on one race and now the pollsters start making their predictions who
will run the Country for the next four years. If the incum- bent President is strong and it looks like an easy re-election, business reacts and moves in a certain direction, good or bad. If the challenger is lead- ing and is expected to win, business may move in a more positive way if they feel the President Elect is friendlier to business. So you see, all these dis- tractions, all this waiting on monthly labor figures, watch- ing the stock market, listening to the televised debates, the wait and see attitude, all can be summed up. In one word, procrastination, most busi- nesses have procrastinated for the entire year of 2012. Their decision to make no decision until after the Presidential election has made this year the most difficult year to sell in a Presidential election year. Bob Roberti is the busi- ness development manager for Liberty Mechanical Contractors, Inc., Newark, NJ. ■
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