Page 132 - The Apple Experience

Step Five: End with a Fond Farewell and an Invitation to Return

Apple employees do not ask for direct feedback at the conclusion of the

sales transaction. The feedback form is sent to customers once they leave the

store. But it’s clear that there is a direct correlation between how people feel

when they leave and how likely they are to return or recommend the

experience to someone else. When you leave someone’s house, you expect to

be sent off with a smile and an invitation to return, don’t you? Imagine
dropping in to a neighbor’s house for a few minutes and as you leave, your

neighbor says, “It’s great to see you. Please bring the kids next time. We have

some toys here that our grandkids love, and we know your children will like

them, too.” The farewell would make you feel special, wouldn’t it? Believe it

or not, this is not all that different from the fond farewell Apple Store

employees are trained to deliver. When I purchased a MacBook, the

Specialist who sold it to me ended with this remark: “It was great meeting
you and learning more about the presentations you give. I think you’ll be very

happy with your MacBook Pro. Please come back for those One to One

trainings, and if I’m here, I’d love to see what you created.” It made me feel

like she had taken a personal interest in my improvement.

The sales process at an Apple Store nearly always ends with

congratulating the customer, summarizing some of the benefits of the

purchase, and reinforcing the customer’s decision to buy a particular product.
Don’t be surprised if the Apple Store employee escorts you to the door,

especially if you have some large boxes, and says “thank you” and invites you

to return. The employees at my local Wells Fargo branch in downtown

Pleasanton, California, get up from their chairs and walk over to greet

customers when they walk in. They also walk people to the door after every