- For inquires:
- I worked at Apple for 22 years. Here’s what Jobs taught me about how sex sells
In the 22 years I worked at Apple, I rarely saw anyone sell anything. As a sales executive in the Higher Education division, it was my job to convince college administrators and students to spend more money on an iMac than a PC. But when Steve Jobs returned in 1997, traditional selling went extinct in our corner of Cupertino. Jobs was a master salesman, but to him, selling wasn’t selling. It was seduction.
Jobs built on the ideas of Apple’s ’70s marketing legend Regis McKenna, who saw before anyone else did that Apple’s early computers could appeal to people who didn’t spend their time disassembling motherboards—to students, teachers, musicians, and other creative people like me, who thought computers could be, you know, fun.
Because of Jobs, Apple’s sales, marketing, and design teams understood consumer psychology better than perhaps any company in history. We knew no one likes to be sold to. People despise feeling like they’re just one more target a sales rep needs to make his monthly numbers, and who can blame them? That’s why, for me, selling was all about the relationship. When I called on university presidents and deans, I first sold them on me. Then on Apple. Finally, we talked about products. [Read More]
- Ask Michael Hageloh how Apple made the come back of a lifetime in the technology world
- Episode 99: How to Sell Products or Ideas with Words, Music, Stories, and Symbols from From Persuasion by the Pint
- Fox Business:
- fyyd: Breaking It Down with Frank MacKay
- Deborah Kobylt LIVE: Michael Hageloh – Author, “Live from Cupertino”
- The secret to Apple’s sales success [Live from Cupertino book excerpt
- Masterful Conductor Michael Hageloh Inspires in his Maiden Book ‘Live from Cupertino’
- Something Something Podcast – A Creative Podcast
- Author Interview “Michael Hageloh”