What Not to Say in a Sales Call (Courtesy of Apple)

If you’re doing something that upsets your customers and prospects, whether it’s changing prices, revising a service plan, or removing the universal audio port in favor of a proprietary standard, don’t insist on giving yourselves credit for “courage” in front of your customers. Certainly, explain your reason(s), and don’t feel obliged to share everything, but even Apple can’t pull this off properly. (In fairness to Schiller, he was trying to paraphrase Steve Jobs, who put it more eloquently– not just “having courage”, but having “the courage of our convictions” and “being willing to take the heat”.)