This document provides guidance on how to have a positive customer experience at an Apple store. It discusses the importance of connecting with customers by building rapport through approachability, confidence, and authenticity. It also emphasizes discovering customers' needs, wants, and values to properly position solutions. Key aspects of discovery involve asking open-ended questions and ensuring all needs are uncovered. The document also outlines demonstrating solutions, overcoming objections, assessing readiness to purchase, and extending the customer relationship beyond the initial sale.

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