Page 126 - The Apple Experience

Employee: That’s a great start. A lot of the commands,

navigation, look, and feel are the same as the iPad.

Employee (Turning to daughter): Jane, do you have any

questions before we get started? (The Specialist would have
asked for names early in the conversation and would never ignore

what Disney calls the “secondary customer,” the person who can
influence how the primary customer, in this case the mom,

reflects on her experience.)

Jane: No.

Employee: OK, just let me know if you have any questions.

Employee (Turns to the mom and asks an open-ended

question): Betty, I’d like to take you on a tour of the iPad, but
before I do, may I ask what you’ll be using the iPad for? (Apple

employees ask for permission before elevating the relationship.)

Mom: E-mail and photos, I guess.

Employee: Great. Photos are stunning on these new iPads.
Would you mind if I took you on a quick tour of Photos?

In this conversation we see examples of a warm greeting, a combination

of open and closed questions, as well as seeking permission to proceed with

the next step in the sales process. Asking for permission seems to be a

consistent theme in the Apple Store in all areas—sales, repair, and training.

A customer might hear questions such as, “May I touch your computer?”

“Would you like to see this feature?” or “Would you like to hear more about

our classes?” Asking permission before probing gives the customer a sense of

warmth, comfort, and trust. Probing lets the customer participate in the

conversation and have a stake in her final decision. It creates a feeling of