There’s power in a great sales pitch.
The Ginsu knife ads included a blade slicing through a rubber hose and an aluminum can before carving a strip steak. Joy Mangano sold so well on QVC that Jennifer Lawrence played her in a film last year. At the TED Global 2009 conference, Michael Pritchard’s pitch for the Lifesaver water bottle, which uses nano-filtration technology to purify water, was named as one of the 15 best start-up pitches ever seen by the editors of Business Insider. Lifesaver was purchased by Icon Technology last year.
Sales pitches can be important in crowded, competitive industries, and perhaps the art of the sales pitch has never been more important for agents representing major-league players.
While various forms of Wins Above Replacement are imperfect and while it might be impossible to boil an athlete’s value down to one perfect number, such metrics are now widely accepted as useful tools to evaluate overall performance. Teams are generally operating with similar models and processes in regard to player valuation and projection. I suspect there are not many dramatic differences between club’s internal evaluations compared to public ones like fWAR or BWARP.
So if valuations are more accurate, and everyone has the same – or at least similar – data, then how does an agent beat the suggested values? How does an agent compel a club to pay for an age-33 season and older in an era when youth is king? How does an agent avoid this future: here is your client’s WAR/$ per year value, please sign on the dotted line.
Creating a market, an old-fashioned bidding war, is the preferable method. But while emotion will never be eliminated from the negotiation process so long as humans are involved, teams generally endeavor to act with more reason and less emotion.
I thought about the importance of the sales pitch after reading James Wagner’s fascinating article in The New York Times on Yoenis Cespedes and his contract negotiations.
Writes Wagner:
“With the help of an analytics firm in Chicago, (Cespedes’ agents) came up with a dollar figure for the impact Cespedes had on the field, social media, team television revenues, and ticket and merchandise sale. … They even put a figure, $3.2 million, on the value of the approximately 50 tabloid back pages that had featured Cespedes over the course of 2016. Cespedes playing with flair, Cespedes hitting game-changing home runs, Cespedes driving exotic cars in spring training, Cespedes arriving for a workout on horseback.”
Cespedes barbecuing?
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