Daily Archives: April 27, 2017

Curb Your Sales Pitch

When someone (or some company) gets it, as in really gets it, that’s worthy of a spotlight.

Apple is the tech company that doesn’t act like a tech company. And, because of that approach, Apple became the leading personal technology firm in the world. Maybe they took a page from Jason Alexander’s book pamphlet Acting Without Acting.

When you’re browsing in a store without any specific focus, do you find it helpful or less than helpful when the salesperson approaches/sprints to you with their commission-based agenda? Most people, I would imagine, would respond with annoying less than helpful. As consumers, we’re well aware that the employee is the store’s personalized informational resource. But, like most situations in life, we’ll ask for help when we need help.

Turns out, Apple executive Angela Ahrendts feels the same way. Ms. Ahrendts recently sat down for an interview with Norah O’Donnell on CBS This Morning.

Apple’s mentality of selling without selling is certainly a multi-faceted, top consumer strategy in the digital era. And this modus operandi should be applied to more than just selling tech products or acting. If you act like a salesperson, you’ll be treated like a salesperson. But if you act differently than people expect, then you’ll be treated differently than people expected.

Imagine the possibilities.