Robert Graham

Summary : Robert Graham's marketing prowess was legendary

Bob Graham died on
September 3, 1998

Robert Graham's (1993) marketing prowess was legendary

  • He consistently brought more successful systems to market, while suffering fewer introduction failures than anyone in the history of the equipment market
  • His secrets are simple: Know your customer's business better than they do, sell only what the customer needs and benefits from, do not cater to their wants, and know when not to listen to them
  • His advantage was that he did these better than anyone
  • As a result, he became one of those rare individuals who gets deep respect from even his fiercest competitors
  • He was also the first to recognize the potential of Japan as a future market
    • This enabled Applied Materials to become one of the most successful American companies in Japan as measured by share of sales

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