What to do when your sales team is struggling to meet sales deadlines?

There are a lot of true life stories we can learn from, Let us use the Apple story as a case study in this regard.

Leading up to the launch of the Macintosh, Apple faced significant pressure. The Apple III had underperformed, and the Lisa, while technologically advanced, was too expensive for the average consumer. Sales were sluggish, and the company needed the Macintosh to be a hit.

The turning point came with an iconic marketing move. Enter the Super Bowl XVIII commercial. Directed by Ridley Scott, the “1984” advertisement was unlike anything anyone had seen before in a product commercial. It depicted a dystopian future that could only be shattered by the arrival of the Macintosh, symbolizing the break from conformity and the onset of personal computing for the masses.

This wasn’t just an ad; it was a statement. Apple positioned the Macintosh as not just another computer, but as a revolutionary tool that empowered individuals against a monolithic, oppressive tech landscape. The commercial aired on January 22, 1984, and it immediately created a buzz. It was bold, it was dramatic, and it got people talking.

The result? The Macintosh sold 70,000 units by May 1984, significantly boosting Apple’s sales and solidifying its place in tech history. This success didn’t just come from the product’s innovative features (like the graphical user interface and mouse) but from how Apple communicated with its audience. They understood the power of storytelling and emotion in marketing, a lesson many tech companies have since taken to heart.

This moment highlights the importance of understanding your audience and finding creative, impactful ways to communicate with them. Apple’s approach went beyond selling a product; they were selling a vision of the future. This not only increased sales but also built a loyal customer base that believed in what Apple stood for.

So, what can your sales team learn from Apple’s story?

1. Understand Your Audience: Like Apple, take the time to really understand who your customers are and what they care about. What is their “dystopia,” and how does your product or service create a “breakthrough”?

2. Tell a Story: Facts and figures are important, but stories resonate on a deeper level. Craft a narrative around your product that engages your audience emotionally, just as Apple did with its “1984” ad.

3. Be Bold: Apple took a risk with its Super Bowl commercial, stepping away from conventional product ads to something wholly unique. Don’t be afraid to try new strategies or bold ideas to capture attention.

4. Align Your Team with Your Vision: Ensure your sales team is not just familiar with the product but is fully on board with the vision behind it. When they believe in the “why,” they’ll convey that passion to potential customers.

5. Keep Pushing Forward: Even when the odds seem against you, remember that breakthroughs often come after the toughest challenges. Stay focused, stay creative, and keep pushing forward.

Remember, every sales challenge is also an opportunity an opportunity to rethink, to connect, and to break through. Just as Apple’s sales team turned a critical moment into a stepping stone for success, your team too has the potential to turn current struggles into your own breakthrough story. Keep aiming for innovation, not just in what you sell, but in how you tell your story and connect with your audience.