Everyone has heard of the great negotiation skills that had Steve Jobs, but these had not ever seen the light. Yes, Jobs was able to convince major labels that iTunes was the answer, then the film industry and, finally, to the publishing industry. The talks were always from complete opposition to what Apple offered total surrender their terms , and Steve Jobs was responsible for bringing about change in many cases. But how did it?
This week, during the judicial process that is taking against Apple for allegedly fixing prices for books, brought to light a series of emails in which tactics are very clear for Steve Jobs to win a negotiation. In addition to trial: in five days, does that News Corp., which owns HarperCollins, pass a “what you ask is too” and propose solutions midway accept all the conditions proposed by Apple, without Cupertino has to give an inch . Negotiating keys Steve Jobs School are clear in e:
1. We need much more than we do to you. In the first mail from Steve Jobs to James Murdoch, chief executive of News Corp., the then CEO of Apple answers proposed by Murdoch making it clear who’s in charge. “The iTunes Store and the App Store have more than 120 million customers registered credit card and have downloaded more than 12,000 million products,” Jobs told Murdoch reminds. “This is the kind of online resources that will be needed to scale the business of ebooks on something that interests the editors.”
2. We are right and best for all. Steve Jobs writes clearly, giving facts and figures, while discussing the future and sustainability of the model chosen. “The current business model of companies like Amazon that distribute ebooks below cost or not make a reasonable profit is not sustainable for a long time,” says Jobs. Not only that, but it is m alacostumbrando customers whose “perceived value of the product” is being “eroded”. “Yes, getting $ 9 per new release is less than 12.50 or so that Amazon pays now. But the current situation is not sustainable, nor a strong foundation on which to build a business of ebooks “. 3. Take it or leave it. This is very clear from the beginning of the conversation: while Murdoch offers alternatives and is slowly giving budge, Steve Jobs makes it clear that Apple’s offering does not allow changes . In the end mail Jobs says that Harper Collins has three options: go to Apple and “see if we can create a real market mainstream ebooks between 12.99 and $ 14.99″, continue with Amazon (one of the conditions of Apple was the exclusivity) and “make a little more money in the short term,” but see how in no time “will tell you that Amazon will pay you 70% of $ 9.99″ (it had a lower commissio n). Or, the third and radical option, remove the books from Amazon. “If there is no way to get customers to buy your ebooks, steal. It will be the beginning of the piracy. “The result was brilliant: the first mail from News Corp. on Friday, January 22, 2010. The latest Jobs, in which he explained the options, is on Sunday January 24. On Tuesday, a day before the announcement of the iPad, HarperCollins agreed to the terms of Apple . When the iBookstore opened on January 27, his books were there. They have sold more than 100 million since then.
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