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How did Wendell Weeks of Corning (Glass) sell Steve Jobs that glass that was used in the first iPhone?
Weeks knew that Jobs was arrogant, he also know he was notoriously stubborn.
He arranged a person-to-person meeting. He knew a traditional sales pitch was not going to work. He also knew that Jobs knew sweet FA about the true science used in the glass production process. (Jobs was adamant however that was "technical enough") So, here is what Weeks did:
1) They went to a room with a whiteboard. He then let Jobs explain to him how his glass could be made.
2) Not surprisingly, Jobs got stuck half-way through.
3) Weeks then stepped in "Let me teach you some science"
4) The glass production process as used in the iPhone was of course Week's way.
5) On the day of the iPhone launch. Jobs sends Weeks a message "We couldn't have done it without you"
Weeks gave Jobs a feeling of control and let him shape the process and won the deal.
Sometimes a half-baked pitch is better than a complete one...
A study of Hollywood screenwriters found that the really successful ones never did a full pitch. Really smart screenwriters realise that a lot of Hollywood directors like to shape stories themselves. So, the screenwriters treated the sales process like a game of catch throwing out ideas and then letting directors give their input how they would shape the story - ultimately letting the screenwriter win the deal.
Fascinating insights on how sales really happens. I hope you enjoyed.
hbr.org
Weeks knew that Jobs was arrogant, he also know he was notoriously stubborn.
He arranged a person-to-person meeting. He knew a traditional sales pitch was not going to work. He also knew that Jobs knew sweet FA about the true science used in the glass production process. (Jobs was adamant however that was "technical enough") So, here is what Weeks did:
1) They went to a room with a whiteboard. He then let Jobs explain to him how his glass could be made.
2) Not surprisingly, Jobs got stuck half-way through.
3) Weeks then stepped in "Let me teach you some science"
4) The glass production process as used in the iPhone was of course Week's way.
5) On the day of the iPhone launch. Jobs sends Weeks a message "We couldn't have done it without you"
Weeks gave Jobs a feeling of control and let him shape the process and won the deal.
Sometimes a half-baked pitch is better than a complete one...
A study of Hollywood screenwriters found that the really successful ones never did a full pitch. Really smart screenwriters realise that a lot of Hollywood directors like to shape stories themselves. So, the screenwriters treated the sales process like a game of catch throwing out ideas and then letting directors give their input how they would shape the story - ultimately letting the screenwriter win the deal.
Fascinating insights on how sales really happens. I hope you enjoyed.
Persuading the Unpersuadable
We live in an age of polarization. Many of us may be asking ourselves how, when people disagree with or discount us, we can persuade them to rethink their positions. The author, an organizational psychologist, has spent time with a number of people who succeeded in motivating the notoriously...
hbr.org
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