Sales Win: How Boeing’s $1.2 Billion Sale to American Airlines Changed the Game
Lessons in Building Relationships and Selling High-Value Solutions
In 1989, Boeing closed one of the largest sales in aviation history a $1.2 billion deal to supply American Airlines with 75 new 757 airplanes. This landmark sale was not just about the product. It was about understanding the needs of a key customer, building trust over time, and delivering a solution that positioned Boeing as the leader in commercial aviation. Some principles that Boeing would do well to remember these days. However, today, we are going to focus on this first win and explore how this sale was made and what technical founders can learn from it to close their own industry-changing deals.
Build Relationships Before the Big Deal
Boeing did not secure this sale overnight. The company had cultivated a strong relationship with American Airlines over decades, earning trust through consistent delivery and reliability. This is a key value that all founders need to keep in mind. While building relationships can feel very salezy and not productive, having key relationships is very important for all founders to ensure you can get your product into the world. You do not want to only talk business all the time. Get to know the customers team and what is important to them. What are their goals? How can you help them achieve those goals with your product?
Consider the following:
Understand Your Customer’s Long-Term Needs.
Boeing understood that American Airlines wanted a more fuel-efficient aircraft to reduce operating costs. Similarly, focus on your customers’ key challenges and long-term goals.
Ask them what they need today and 3 years from now.
They may not know for sure, but asking the question will keep you on the forefront of their challenges.
Earn Trust Before the Sale.
Regular touch points, small wins, and consistent delivery can build a foundation for larger opportunities.
Make sure you know the key decision makers that you need to be building this trust with.
If there are questions or unknowns, be honest and do not over sell.
Be a Partner, Not Just a Vendor.
By working closely with American Airlines, Boeing became a trusted advisor rather than just another supplier.
What questions does your customer not know to ask yet?
Do they truly understand the problem? If not help them understand.
Offer Tailored Solutions, Not Generic Products
The 757 was not just a new airplane, it was a response to specific market needs for fuel efficiency, reduced emissions, and lower operating costs. Boeing listened to the airline industry and designed a solution that addressed these concerns. You can do the same thing, especially in the beginning. Listen to your customers needs. Offer customization of your product. Yes, this will be more work for you initially, but it will build trust and value for your customer. You will be able to show that you are a subject matter expert on the problem at hand.
Consider the Following:
Focus on Solving a Key Problem
Just like Boeing addressed fuel efficiency, identify the most pressing issue your customer faces and tailor your solution to solve it.
Become an evangelist for the problem. Focus on speaking to the problem more than the features you have developed.
Innovate Around Customer Needs
Adapt your product or service based on market demands to stand out.
This one may seem pretty straightforward, but it can be very easy to miss the forest for the trees here. You have spend many hours developing your solutions. Do not forget it can be modified.
Ask customers what solution they want, or how they want that solution to look.
Then customize your offering to meet their needs.
Leverage Early Wins for Industry Leadership
The success of the 757 for American Airlines did not just make Boeing money, it solidified its reputation as a market leader in commercial aviation. This deal helped pave the way for future sales across the industry. As you get traction ask for referrals, to build on your successes.
Consider the Following:
Turn Big Deals into Bigger Opportunities
Use major sales wins as case studies to attract new customers.
Speak to the value you brought customers during those wins.
Get customers to publish data or papers with you.
Do not focus so much on your win and the revenue or value it brought your company. Focus on the customers wins and then share with everyone that will listen.
Ask your customers to share it as well.
Build Momentum
Success with one major client can create a ripple effect in your industry.
Now that the word is out more opportunities will come to you. Do not say yes to all of them, but say yes to the right ones.
Prepare for growth. It will be fast and furious at first, so be ready.
Be Prepared to Scale
Ensure you have the systems and team in place to deliver consistently after landing large deals.
As you prepare to share case studies and the value you bring to the market, make sure your systems are always ready for at least double the volume.
This does not mean you need that much inventory or headcount, but the back end system. You do not want to lose our on work because your systems is too small.
Action Step:
Take 30 minutes this week to reflect on your biggest sales opportunity.
What relationships can you strengthen to improve your chances?
How can you tailor your product to better solve the customer’s problem?
What processes can you build now to scale after closing the deal?
Schedule calls with the key decision makers in the next 2 weeks. Focus first on building the relationship with them. Then ensure you know what you need to win.
Additional Reading:
“How Boeing’s 757 Shaped Modern Aviation” – Smithsonian Magazine
“The Art of Closing Big Deals” – Harvard Business Review
“Building Long-Term Client Relationships” – Forbes