A sales lesson from those cool iPhone ads
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Iphone 13 ads keep finding me.
One looked down at me running the LA marathon. Another stared at me walking the streets of San Francisco.
These ads are different.
The billboard in SF featured an absurdly close-up shot of a cat’s eye. The image stole my gaze for a full minute.
It’s the kind of image only a professional captures.
Because Apple isn’t selling to the amateur. They’re selling to the pro.
And you should, too.
Apple presented a challenge in January for iPhone users to share their best photos. The 10 winning photos appear in digital campaigns, Apple stores, and billboards.
The challenge featured judges like urban photographer, Yik Keat Lee.
Over one million people follow Yik Keat on Instagram where he teaches them how to craft outstanding mobile photographs.
Yik Keat is a pro. But he shows pros aren’t what they used to be.
Many are self-taught, push themselves to improve, and teach others their secrets.
Sell those kinds of pros.
They don’t have to have millions of Instagram followers.
Find who is pushing the boundaries of their industry and position.
Like Yik Keat, these people explore, experiment, and share. You provide tools, challenges, and opportunities to amplify their efforts.
It’s a win-win.
When you sell to pros, you help create examples for amateurs to latch onto so they can start to become pros. The amateurs see what’s possible.
Apple ads don’t show how to open the camera app, snap a pic with bad lighting and share it on social.
Don’t bore your prospects with the basics. Inspire them with the advanced.
Show what cool stuff others are doing.
Show them what the pros are doing.
You become less a seller and more an educator while the pros provide teaching material.
Be like Apple.
Sell to the pro.
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Last week’s Quotaless Podcast features a conversation with Kevin Dorsey about eliminating sales commission. Please give it a listen.
When we embrace practice, develop awareness, and align our efforts, we can rise above the deal.
We can live #quotaless.