Page 131 - The Apple Experience

The host offered the diner a solution, gave the customer a reason to
return (to redeem the dessert coupon and to try the critically acclaimed food),

built rapport, and ended with step five—a fond farewell.

Step Four: Listen for and Resolve Any Issues or Concerns

Untrained and ineffective sales professionals in many industries are so

focused on making the sale at all costs that they fail to actively listen. Apple

employees are trained to acknowledge customers’ questions, resolve their

concerns, and help them understand all the benefits that come with the

solution. In the previous scenario, the specialist asked Betty an open-ended
question, listened to her response, and acted on Betty’s remarks. Giving

Betty a tour of Photos is the equivalent of a real estate agent letting the

customer lead the tour of a house. A Realtor trained in the Apple experience

would let a client walk through the house first, and instead of directing the

tour, would ask, “What room is the most important to you?” If the response

is “Actually, we’re most interested in the backyard,” the agent would suspend

his predetermined tour of the house and start with the backyard. The agent
has probed, listened, and responded.

You must understand that most people do not feel as though they are

“heard” in their personal or professional lives. If spouses genuinely listened to

each other, there would be no market for books such as Men Are from Mars,

Women Are from Venus. If bosses really did read the comments in the

suggestion box, there would be far fewer frustrated employees in the

corporate world. When it comes to interpersonal communications, the
number one lament is “my spouse (boss, friend, son, daughter) doesn’t listen

to me.” By listening and truly acknowledging the needs of your customers,

you can make your business an oasis of encouragement, empowerment, and

excitement.