Today’s word count: 328 words
It took me 57 seconds to read this
I know I might be losing some of you on the second line but if you haven't, watch the movie Air
There's a scene where Matt Damon is trying to sign Michael Jordan to Nike over Adidas, Reebok, and Converse (linked here 2:08 long)
He doesn't trash the competition as Michael Jordan’s mom shares who else she is evaluating
He opens with a polite, direct statement to confirm Michael's mom is listening and receptive:
"With all due respect, may I tell you what you might have to sit through?"
He doesn't demand they buy Nike. He asks her to consider evaluating Nike vs the big dogs
He paints the picture of what Converse will say, down to what Rolex the presenter will be wearing. Rolex = slide deck your competitor might roll out
Then he does the move. He gives Michael Jordan's mom a question to ask Converse herself:
"How's Michael going to stand out from these other players, how's he going to be different?"
He's not telling her what will happen. He's consulting her to find the answers herself
(Second movie reference it’s kinda like Inception)
That's the move.
The conversation shifts. In this 2 minute scene Michael Jordan's mom is so bought in she starts asking Matt Damon about the other competitors like Adidas
Big time trusted advisor status for sweet sweet Matt
In competitive deals, the best reps don't throw mud. They paint a picture of what average looks like everywhere else
"Here's what you'll probably hear from them. Here's how that process usually goes. Here's what gets glossed over."
No names and no shade
Just an educated guess on what could happen
It shows credibility. It reframes you as the prize. And it lets the prospect connect the dots themselves.
Do This Monday:
Familiarize yourself with one competitor. Use your favorite LLM to help. Don't “be like Mike”.
Be like Matt
Think this was good? Think I'm full of it? Hit reply. I read every one.
— Brandon