Updated: Aug 25
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About seven years ago, I wrote a sales system for white-collar small business owners. The sales system was designed to help attorneys, CPAs, dentists, plastic surgeons, insurance brokers and real estate brokers prospect and close more business.
The system is named SWAS which stands for "selling without appearing to sell".
The system is so practical and productive that it gives white-collar small business owners the sales skills and confidence to engage contacts and professionally move contacts to through the four sales phases, which are: contacting, prospecting, appointment setting and closing.
SWAS took about two years to fully develop before offering it to white-collar small business owners. In 2018, my consulting firm added a business development component to SWAS because I discovered there is A 6-to-9 month learning curve requirement to master SWAS.
The business development component helps white-collar business owners maneuver through the four sales phases until confidence and skills mastery are achieved.
Fast forward to six months before the 2020 Presidential election.
Business shutdowns really wrecked even the best business plans executed by the sharpest small business owners. Those white-collar small business owners using SWAS were still able to survive because people needed products and services.
The shutdowns or slowdowns gave me an opportunity to observe several Congressional candidates running in the November 3, 2020 election.
I believe designing SWAS and working with white-collar small business owners with impressive degrees from big-name universities, powerful state licenses and medical, legal and accounting certifications in their fields of study gave me the mental maturity to reach out to Congressional candidates to offer support to their campaigns.
After interviewing a few candidates on the Real People USA podcast, I noticed many similarities in how candidates run for election and how white-collar small business find clients for their businesses.
In fact, there is a 90% overlap between rallying people to vote for a particular candidate and a small business owner growing his/her business. It was really surprising to see the parallels in campaigning for political office and commercial business development activities.
Working with a 2022 Congressional candidate, I created a campaigning system similar to SWAS. Before giving the campaign system a cool acronym like SWAS, the political system had a clunky name which was satisfactory, but that name did not flow like SWAS.
CWAC (pronounced kwak) was created just a few weeks ago.
CWAC stands for "campaigning without appearing to campaign".
CWAC and SWAS have similar characteristics.
SWAS has two important philosophies white-collar small business owners need to understand: 1) control the interview and 2) manage expectations.
Like SWAS, CWAC has two philosophies: 1) control public presentations and 2) manage political expectations.
I am unwilling to go into depth about SWAS and CWAC philosophies because the information is proprietary. But I will say that prospective buyers looking for products or services and prospective voters deciding to give candidates their votes have almost identical thoughts on both their minds.
Voters are asking themselves if candidates they are considering will be bring value in exchange for their votes. Buyers have the same thoughts when considering a product or service.
CWAC also has a component to help candidates grow pledged voter databases just as SWAS helps white-collar small business owners move through the sales system learning curve.
CWAC only works for Republican candidates.
CWAC system documentation will not be completed until October 1, 2021. Real People USA can still help Republican candidates get started in launching successful campaigns.
Rick Nappier, Founder
Real People USA