Don’t sell the service. Sell the knowledge of the five top ex-Apple school reps who had just joined the team.
Captured market leadership in 3 years.
One company owned the category. School tech directors had little reason to switch—they were already getting money back from their old Apple devices. How do you break through when the incumbent has made staying put the easiest choice?
We turned insider knowledge into thought leadership—giving school tech directors useful advice and our reps a reason to call.
Like when to sell for the best payback (Summer Is a Bummer, brought to life on free lemon shakeups at trade shows) and what to sell—even when the product felt unworthy (Game Not Over, on retro Pac-Man lunchboxes that landed on desks.)
