10 Sales Lessons from the movie "Air"

As a Brazilian, soccer was the national sport, but for me, basketball was the game that captured my heart. Growing up, I was a skilled player and continued playing through college. Watching the NBA in the 90s was my passion, and I idolized legends like Michael Jordan, and Karl Malone, and Shaq, among others. But amidst the glory of these players, another phenomenon was emerging – the Air Jordan brand.

The movie "Air" tells the story of this groundbreaking moment for Michael Jordan, Nike, and the industry as a whole. As a global business leader, I couldn't help but reflect on the valuable sales lessons we can learn from this story.

So, without further ado, I've identified ten key takeaways that can help us all improve our sales strategies. But I don't want to spoil the movie for those who haven't seen it yet, so proceed with caution!

1. Be an expert - Research is crucial in scouting. Sonny Vaccaro continuously researched the high school and college players, and due to his extensive knowledge, he recognized Michael Jordan's greatness. The lesson here is that the more research and connections you have with your client or prospect, the more precise you can suggest solutions.
2. Don't accept NO - Sonny faced rejection from Jordan’s family agent and Nike's CEO when he pitched his idea. However, he persisted and believed in his perspective, ultimately selling his idea. This teaches us that persistence is crucial in sales. If you identify a need or pain point, perhaps changing your approach is necessary. Without persistence, you may miss out on valuable opportunities.
3. Be BOLD - In Wilmington, NC, Sonny went to visit Jordan's parents. Jordan's mother asked him if he was aware that they were not interested in meeting him. However, Sonny explained that he knew the potential of the opportunity with Nike was significant, and he was determined to pursue it. Jordan's mother agreed to talk to him because of his bold and confident approach. This highlights the importance of being sharp and bold when meeting with clients or prospects, as it can help in opening doors.
4. Know your competition - It's essential to know your competitors. For instance, when Sonny met with Jordan's mom, he explained what would precisely happen at the meetings with Converse and Adidas and even coached her on asking the right questions. His preparation gave a good reason for Jordan’s mom to accept to have the meeting in Beaverton, OR. The lesson to be learned is to study your competitors, understand their perspectives, and prepare accordingly for any challenges that may arise when competing or pitching to a client.
5. Build your internal reputation - During the planning of the project, Sonny received support from everyone, especially from the Design leader, Peter, who managed to create the first Air Jordan within three days. The lesson learned is that building strong relationships within your team is important because when you need help to close a deal, your colleagues will be there to support you.
6. The extra mile - To secure the deal, Sonny, Peter, and Rob went above and beyond, working tirelessly for three days to prepare for a meeting. They created the Air Jordan 1 and a highlights tape, proving that sometimes taking the extra mile is necessary to succeed, even if not everyone is watching. The lesson learned is that hard work and dedication pay off in the end.
7. Be prepared - Preparation is critical to success, as demonstrated by Sonny and his team. They meticulously planned every aspect of the meeting, including the banner and the path. Even when Nike's CEO, Phil, arrived late, they were prepared to message that properly. The lesson learned is that rehearsing, dry runs, and preparation are crucial to success, and while it may require a lot of work, it's worth it in the end.
8. Imagine - During the meeting, Sonny surprised everyone by saying, "A shoe is a shoe until someone steps into it" at the end. This simple sentence created a strong connection with Jordan's mother, who could imagine what her son could achieve. This teaches us that sometimes the word "imagine" can be compelling in a presentation. For example, we can ask clients to imagine how much money they could save or how their reputation would improve if they worked with us. It's important to pay attention to our audience and be willing to improvise if necessary.
9. Never give up - Remember, a deal is only truly lost once it is signed. Even though Adidas was confident in securing the deal, Sonny's connection to Jordan’s mom and Nike's value proposition ultimately swayed the decision in their favor. The lesson to be learned is to persist until the contract is signed and the ink is dry.
10. Be prepared for the extras - It's essential to be prepared to make sacrifices when negotiating deals. Jordan's deal with Nike was groundbreaking and set a new standard for the industry. Nike took a bold risk by accepting the royalty payments, but it paid off. The lesson is to carefully strategize every deal aspect, including the client, buyer, negotiation process, and potential surprises. Always have something to bring to the table, not necessarily in monetary value, but be prepared to be asked for more.

If something stood out for you, please leave a comment here. Also, if you identified something else that I should add, let me know!

Rodrigo S. Martineli (May'2023)