What can we learn about SALES from the film “Air” — 5 lessons to implement in your sales strategy.
Ever since I saw the trailer for this movie, I couldn’t wait to watch it. I’ve always been interested in the story of Nike’s founder, Phil Knight. His fascinating story about the company’s inception is incredibly valuable for anyone interested in business. Additionally, I love movies from old ages.
Despite the excellent cast, including Matt Damon, Ben Affleck, and Jason Bateman, known from the brilliant Netflix series “Ozark,” there was something missing for me in this film. Perhaps, as often happens, my expectations based on the trailer were not met. I’m not exactly sure what was lacking for me.
Nevertheless, I believe it’s worth watching because it offers several interesting lessons about sales that are invaluable for both service-oriented companies and others.
So, what can we learn from this movie?
LESSON #1 — BE PREPARED AND DEVOTE SUFFICIENT TIME
In the film, we can clearly see moments where Sonny Vaccaro conducts in-depth research about Jordan. He reads interviews with Michael’s mother, highlights important statements to understand their motivations and what is important to them. He wants to understand them to the fullest. This allows him to gain knowledge on how to prepare for meetings, develop a conversation strategy, and present aspects that cater to their needs.
And what?
Lack of preparation for meetings and conversations, skipping thorough research, is a serious and costly mistake. I don’t have studies for this; it’s only my hypothesis. However, from my own experience, I know that when you don’t dedicate the necessary amount of time for research and aren’t adequately prepared (thus not understanding the client’s needs), your chances automatically decrease. When you can’t put yourself in the “client’s shoes”, you treat them as just another client, not as a special partner. Clients see and notice that.
LESSON #2 — SEEK THE ONE INSTEAD OF SEARCHING FOR MANY
In the movie, we repeatedly see Sonny Vaccaro spending evenings watching recordings, looking for “extraordinary and unique elements” in basketball stars. He searches for “the one something,” “the one thing” that sets a star apart from others. In this way, he discovers Michael Jordan. He finds something in him that others didn’t see while watching the same games.
Furthermore, Sonny takes a radical and risky action, giving up three players for the sake of one. He doesn’t want many average players; he seeks one with unique value.
And what?
Often, we try to acquire many customers at a low margin. It’s one way of selling, but in the long run, it becomes exhausting. A better solution is to seek customers whom we can assist better in exchange for better compensation. The principle of “Less is more” works perfectly in this case. Instead of many customers causing chaos and requiring immense work, it’s better to have a smaller number of clients who will pay fair compensation for our work. This way, we’ll function better, be able to take care of our clients’ success more effectively, and so on.
LESSON #3 — TAKE RISKS AND BREAK THE SCHEME
From the very beginning of the movie “Air,” it is evident how some characters take risks and break the scheme. Of course, not everyone agrees with that. However, Sonny breaks the rules by going to the Jordan’s house, and Phil agrees to additional terms, a percentage of shoes sales with the Jordan name.
Among the three companies the Jordan family talked to, only Nike stood out by doing things differently.
And what?
Now, imagine you’re a customer and you’re talking with five different companies, four of which operate practically the same way, following the same common principles. However, one of these companies goes beyond the standards, takes risks, and acts differently from the rest. Consequently, it attracts more attention and becomes original in the eyes of the customer.
“No risk, no fun.”
LESSON NO. 4 — PERSONALIZATION
During their visits to Converse and Adidas headquarters, the Jordan family was treated just like everyone else. Shoes with the logos of those brands were on the tables, and the companies talked about themselves without paying much attention to the Jordans.
Nike decided to do something different. They prepared a specific shoes concept personalized for Jordan. The emotion on Michael’s father’s face spoke for itself. It was a powerful surprise. Additionally, the name “Air Jordan” was a true stroke of genius.
And what?
Imagine you want to reach a customer who is considering ordering a new website. While everyone else says, “We create super modern websites,” you prepare a preliminary concept (mock-ups, mood boards) with the customer’s logo to show them how their website could look. You pay attention to their mistakes and propose improvements. You focus on the customer, talking about them rather than yourself. You address their problems specifically, rather than offering general solutions.
Be proactive, not reactive.
LESSON NO. 5 — BE YOURSELF AND DON’T PRETEND
During the meeting between Nike representatives and the Jordan family, a certain script is being played out, and it’s not going well. It feels artificial, forced, and their behaviors become strange and unnatural. At one point, Sonny interrupts it, stands up, turns off the video, and starts his speech, which is sincere, authentic, and directly touches Michael.
And what?
Sometimes in sales, we try too hard, which makes us behave unnaturally. We pretend to be someone we’re not. We must remember that on the other side, there’s a real person with emotions and understanding who can perceive such situations.
Of course, it’s good to have a certain meeting plan, but maintain calmness and naturalness. Sonny’s speech was not prepared. It was natural, based on the information Sonny had previously read about the Jordan family. It worked and made a positive impression on everyone.
It’s definitely worth watching the movie “Air” if you’re interested in such topics and business. What should be remembered from the lessons I presented is:
- Preparation and dedicating the right amount of time are extremely important. In-depth research and understanding of the customer allow for developing a conversation strategy and tailoring the offer to their needs.
- Instead of seeking many customers, it’s better to focus on finding one customer to whom you can provide better results. The “Less is more” principle works in sales, enabling more effective service and greater compensation.
- Taking risks and breaking the mold can bring significant benefits. Acting differently from the competition attracts customers’ attention and makes the company original.
- Personalization is key to building customer, business relationships. Focusing on individual needs and providing a personalized offer can create a strong emotional impression.
- Authenticity and being yourself are incredibly important. Being too forced and unnatural can discourage customers. It’s worth staying calm, being authentic, and focusing on the customers, their needs, and emotions.
I hope this will be helpful and useful for you.
Arek
