Page 128 - The Apple Experience

simply not pleasurable for most people. On a noncommissioned floor like
Apple where employees are trained to present a solution you can take home

that day, it doesn’t matter if you buy a product or not. You leave happy

because you are presented with a solution. Let’s return to the scenario where

Betty was looking for an iPad.

Betty: You’re right. Photos is wonderful. The pictures look

incredible. But the iPad is a little more expensive that I thought,
so I’ll have to think about it. Thanks for your time.

Employee: Betty, we don’t work on commission, so my only goal

is to make sure you leave with all your questions answered so you

can make an informed decision, whenever that may be. Betty, tell
you what. We have free classes here at Apple. If you’d like, I can

show you how to sign up on our website or I can sign you up
right here. What you’ll learn in one hour will blow your mind,

and at least it will help you answer the question, “Is the iPad
worth it for me?” I’d also encourage you to visit YouTube to see

all the exciting things that people are doing with their iPads.

In this case, the employee told Betty that he is not on commission. Apple

employees will not volunteer that information in every conversation, but they

often will to make the customer feel more at ease. When I purchased my first

MacBook, the Specialist who was helping me also reminded me that he

wasn’t on commission. I appreciated his honesty. It was very comforting and,
yes, made me feel special and appreciated. Apple Specialists are perfectly

content to let you leave the store without having made a purchase. They are

more concerned about building a relationship for life. You might also note

that the employee in the last scenario did not apologize for the price. In

Apple’s eyes, the best technology doesn’t come cheap, but Apple also knows