Today, I would like to make a small change to our weekly newsletters.

In all the previous editions, I have tried to teach about various frameworks and processes that I have come across during my 15 years in sales.

However, today I want to take a lighter and potentially more enjoyable approach for all of us. After all, it’s the 40th edition of the Fractional Rainmaker! 😍

A few nights ago, I watched “Air, Courting a Legend” for the first time. It’s a 2023 sports movie starring Ben Affleck and Matt Damon.

You can watch Air on Amazon Prime Video.

"Air" unveils the groundbreaking partnership between a young and undiscovered Michael Jordan and Nike's basketball division, which transformed the realms of sports and culture with the introduction of the Air Jordan brand.

Why does this matter to you?

This film offers enormous insights for salespeople, similar to another sports movie cult, Moneyball.

But, most importantly, it highlights the fact that learning is omnipresent.

We can glean knowledge from books, universities, coaching, and, yes, even movies.

One of the biggest sources of inspiration and learning for me is books and movies.

I sit down on Sunday night usually and specifically pick movies that are sport-related or documentary.

I try to enjoy the movie and at the same moment to learn from the movie and take inspiration for my work. I take notes sometimes.

As I mentioned, Air is one of the greatest stories since Moneyball.

If you have watched the movie, the takeaways are everywhere.

The entire film is filled with sales and marketing tactics, mostly from the early eighties, including strong sales negotiation and even some cursing 😅.

After carefully observing and rewatching it the next day, I’ve identified five sales lessons that we can all apply in our daily jobs.

Desperation Sparks Creativity

In the early 1980s, Nike found itself struggling in the basketball market dominated by Converse and Adidas.

They were even reporting losses in 1984. It was this desperation that drove them to pursue a game-changing move - signing Michael Jordan.

Desperation pushed them to think outside the box, try new things, and ultimately alter their trajectory.

The lesson here is clear: Comfort can stifle creativity. When we’re pushed to our limits, we often discover innovative solutions.

Persistence is Key

Sonny Vaccaro’s persistence in pursuing Michael Jordan as a Nike athlete is a testament to persistence.

Despite facing numerous obstacles, including Jordan’s preference for Adidas and Nike’s CEO initially hesitating to allocate their entire budget to one player, Sonny pressed on and on.

His passion and tenacity paid off, reminding us that passion can be a formidable weapon in sales.

Break Some Rules

Sonny’s audacious move to approach Michael Jordan’s parents directly, despite the risk of backlash, shows us the importance of breaking a few rules to achieve greatness.

Nike’s decision to design a predominantly red shoe, defying NBA regulations on colours, is another example. While we have to follow rules and processes in society and work, occasionally breaking the status quo can yield exceptional results.

Focus is Contagious

Sonny’s decision to focus all the marketing budget on Michael Jordan out of a pool of potential signees demonstrated the power of laser-like focus.

This singular focus infected those around him, his friends, Nike’s CEO, and the Marketing Lead, they all started to see what Sonny was seeing.

This created an incredible alignment with the common goal of signing the basketball legend.

Sonny Vaccaro working late to pursue his vision

The Best Deals Create Attrition

In the pivotal moment of the movie, Michael Jordan’s family insisted on a revenue share of all sports merchandise sold in his name—a move that had never been done in the industry before.

Initially hesitant, Sonny and Nike’s CEO ultimately agreed to the deal.

This decision highlighted a crucial lesson: the best deals often create friction.

They challenge norms and push boundaries, ultimately paving the way for groundbreaking success.

The last call between Sonny & Deloris Jordan

Summary

As leaders in sales and revenue, we can learn and find inspiration in this story.

The skills and observations mentioned apply to 99% of B2B sales and marketing teams.

In the future, try seeking learning opportunities in sports and documentaries. You will be amazed by the amount of knowledge available. The combination of Netflix and learning is incredible. 🍿

See you all next week. Thanks for being with us today.

5 Key Sales Lessons from Sonny Vaccaro: The Salesman Who Brought Michael Jordan to Nike.