Professional Influence Law # 11 - Sell the Mac






Mac or PC.  Wow, there is a loaded debate.  Some people love Apple while others swear by their Windows based PC.  Regardless of which product is actually better, (a debate that the author will stay well clear of) Apple is currently taking a product that once had less than 1% of the market share and have turned into the worlds most successful company.  Why?

Other than the obvious success of iPad and the iPhone, the real success of Apple is in it's advertising.  One simple message:  "Hi, I am a Mac" "And I am a PC."


We have all seen the commercials.  PC is wearing a cheap old sport coat.  He is pudgy, wears glasses and is hypersensitive about his shortcomings.   Mac is Young and wears cool jeans.  He is humble and at times seems to ac-tually root for PC.  "Hey PC, you are good at things like spreadsheets and all that.  I (Mac) like to make movies and music."  


In one commercial, PC is sick.  "You OK PC?" says a concerned Mac. "Oh yes, stay away, you don't want to get this virus I have." Remarks a nasal-ly PC.  "Oh, don't worry about me, Mac's don't get viruses." 


If you go into a store selling PC's you will likely get a Radio Shack type nerd explaining to you why this one has RAM, and a better processor and other technical explanations.  The PC salesperson wants to impress you by how much they know and how much you do not!  They are often confusing at best and irritating at worst. macvspc4


Apple communicates the future while PC's seem old and dated.  This is even more evident when you walk into an Apple store.  Everyone that works there looks like the guy in the commercial.  If you ask an Apple representative about megahertz or Ram, he will likely respond by telling you that all Apple computers can make movies and do other cool things.  "Wanna see?"  


If you ask an Apple representative about compatibility he will simply smile and say "Here, let me show you how easy it is."

Microsoft and the PC world has tried to outspend, out advertise and plain outwork Apple.  All to no avail.  Why?  Because the times have changed and today's customer wants something different, new and unique!  Sound familiar?  Professional Influence Law #2!  You can't say things like "different and We've changed all that” and then present yourself or worse your company in a radio shack fashion.  


When we go into work with a company, we show them the classic Mac and PC guys standing next to each other.  We then ask one simple question, which one of these guys is you and which one is your competitor?  What about your company projects a cutting edge, next level image.  Are your sales people out there with old sport coats with elbow pads?  Are your products old and dated or fresh and new?  Are the bland or exciting?



This goes far beyond appearances.  The way we speak, the words that we use all are a reflection of who we are.  People no longer want to do business with PC.  They want, if only metaphorically, to be cool.  Like Mac.  



ALERT:  This is not a political article, there is not political point to be made.ObamavsRomney

Political talking heads have spent the better part of a week since the election wondering why the 2012 decision was not as close as predicted.  Generic thinking would suggest that it had to do with demographics and the strategic campaigning done by the winning party.  From a persuasion point of view, it was much simpler answer.  One candidate was a Mac...the other a PC.  

One is cool and the other is not.  In spite of a monumental collapse in the first debate, people in the middle, chose to vote for the cool guy.  Seriously, look at the two candidates.  Which one looks like a PC?






One time, we were teaching a group of plumbers.  Yes I said plumbers.  Everyone has something to sell right?  When we investigated the company we found that many of them felt that customer were not recieving them well.  Customers reportedly thought of them as menial labor.  In fact, on some level they (The plumbing technicians) felt that way to.  By simply changing some of their language patterns, they began to communicate a new image to the clientele.  The would talk to clients about some of the new technology they used. Large jobs began pouring in because (and this is important) the customers now viewed them as professionals that were worthy of the larger accounts.  Regardless of the job you do or the product you sell, present it, yourself and your company as a Mac.  




When we are doing our team strategies to make sure that the Center for Professional Influence is offering the very best to our customers, we al-ways take a moment to reflect.  We know that our competitors are all PC's.  They are teaching 40 year old selling techniques.  Professional Influence is not generic selling.  It is the future.  With that in mind, we ask our-selves weekly if we are indeed communicating that to you, our customer.


At the end of the day, you can follow the principles in this book and no-tice that it will indeed take your income to new levels.  With that said, the success that these principles will give you can be even more impres-sive if you keep this one thing in mind.