Yesterday, in what seems like a fever dream, Apple announced new products to the world. In case you missed it, those products were: iPhone 6 and iPhone 6 Plus, Apple Pay, and Apple Watch. Android versus Apple loyalties aside, you have to give it up to Apple CEO Tim Cook et al for knowing how to sell.
Apple’s Keynote was everything you’d expect from Apple–a sleek and design-focused presentation. As Apple’s Keynote’s serve as the company’s primary selling platform, let’s see how we, as salespeople can learn from them.
Structure Your Stories
Apple’s Keynotes are known for their minimalism, beautiful product images, and detailed product comprehensive demos. What doesn’t always get noticed is something truly important: the story and the words that accompany their products.
Try selling a product without a story. It’s pretty difficult. What does this all mean? Instead of approaching a sales call like a pitch–rethink your approach in terms of storytelling, which is effectively Apple’s strategy. Let’s break it down
Intro, product reveal, videos, product specs, and an anecdote. Boom–that’s Apple.
Use that structure for whatever you’re selling. If the product you’re selling has an amazing feature, like Apple Watch’s ability to tell you where you parked your car, talk about that in terms of a story. Make it simple, to the point and get people excited.
The Greatest Thing Since Sliced Bread
Apple believes that they produce the best products. Each year, the latest iPhone is better than the previous one. Realize that you and your company worked hard to perfect your product. Be proud of that. Go into sales calls, meetings, and your daily life with that mentality. Own what you know and have confidence in your selling ability.
Apple’s excels at commanding attention without giving away all the details. Yesterday’s Keynote revealed three new products centered around one main idea: Apple’s vision for the future. Before hopping on a call, sending an email–ask yourself, if you only had to get one main idea across, what would it be?
Focus your messaging. Show your prospect the true value of your product and how they can benefit from it. Believe that your product is essential to their everyday life.
One More Thing…
In theory, it’s easy to plan a story or think about one main idea you’d like to get across during a call. However, reality usually interferes. Most likely, during the course of your presentation, your prospect will want to ask pertinent questions, which will result in your story going off on a tangent.
That’s okay. If we’ve learned anything from Apple’s Keynote–it’s this: do your research and anticipate the needs of your prospect before they even know they need it.
Do I need a way to pay for that lunch with my iPhone or Apple Watch? Yes, because sometimes I get so hungry that I forget my wallet at the office–but I always wear a watch and have my phone with me.
Now you may be wondering, how does this relate to you as a salesperson? Well, when you’re on a sales call or product demo–take notes, whether it’s on a pad of paper or Google doc–take notes and use those notes to your advantage in future conversations via email, phone or in-person. Write things down, even if they don’t seem applicable at the time, you’ll never know when you’ll need something later down the road.
If you take notes during a call or demo, send a summary email right after so the prospect knows that you’re engaged, understand their objections and pain-points, and ensures that you’re both on the same page moving forward.
Continue to listen to your prospects. It’ll pay off. You know, Apple started off as a computer company, they’ve since figured out a new way for us to interact with our devices and, most importantly, each other. As a salesperson, you should always be cognizant of the people you interact with every single day. You’ll never know what idea can turn into a revolutionary product. And better yet, a memorable story.