Customer experience - Apple style

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How i-stores connect with customers and close a sale...

How i-stores connect with customers and close a sale...

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  • 1. Apple Customer Experience
  • 2. Connect Discover Show Close
  • 3. Connect: Build Rapport • Approachable • positioning, open body language, appearance • Confidence • product knowledge, know your resources! • Authenticity • Find an opening that comes naturally, share personal stories
  • 4. Connect: Build Rapport • Approachable • positioning, open body language, appearance • Confidence • product knowledge, know your resources! • Authenticity • Find an opening that comes naturally, share personal stories
  • 5. Connect Questions • What brings you in today? • Is this your first time in Jump+ • I see you’re looking at... have you discovered?
  • 6. Discovery Needs (Specs) Wants (Features) Values (Benefits) • RAM • GB • Size Technical Connection • Longevity • Performance • Quality • Status • Security • Speed Intellectual Connection • Save time • Save money • easier • peace of mind • feel good Emotional/Core connection What does it do?What does it do? What does it do for me??? Discovery of needs, wants and values allows for the successful positioning of a solution Discovery of needs, wants and values allows for the successful positioning of a solution Discovery of needs, wants and values allows for the successful positioning of a solution
  • 7. Three Main Customer Categories New to Apple Owns Apple Upgrader • Hesitant/fearful • Needs emotional connection & reassurance • Longer sales cycle? Emotional Connection • Established previous experience • Needs to know that transferring to new product will relate to his existing learning curve Intellectual Connection • Thinks he knows better what he wants/needs • HIgher product knowledge expectations • May need reassurance that it is “worth” it to upgrade Technical connection What stage of the Apple relationship a customer is at will help establish needsWhat stage of the Apple relationship a customer is at will help establish needsWhat stage of the Apple relationship a customer is at will help establish needs
  • 8. Discovery Tips • Ask open ended questions • Tell me about... • How do you use... • What do you like about ... • Don’t assume you have the solution: discover “hidden needs” customer is not aware of • Stop and review: Did you really discover needs, wants & values?
  • 9. Demo: Show the Solution • RCER approach to needs - leads to proper solution • Restate • Clarify • Explore further • Respond • Lead to Demo • Let client know you are about to show him/take a test drive • Overcome Objections • make sure demo addresses overt and covert needs
  • 10. Close • Assess: Is customer ready to buy? • Have I answered your questions, or can I show you something else? • Ask for the Sale • Are you ready to take one home today? • Do you want to look at some accessories while I get you one? • If not ready, invite back for another demo (another family member needed for emotional/financial approval?)
  • 11. Close • Extend relationship beyond the current sale • give business card or email • invite back for personal trainer • email with feedback • call a few months later with updates, offer Apple care