Page 136 - The Apple Experience

businesses. The purpose is to avoid a situation where several customers are

waiting on one small business expert while other employees are free but
unavailable to help.

3. Offer solutions. This is a key step. Employees are told that AT&T is not in the
business of selling products. They are in the business of selling solutions.

Customers don’t walk through the door to buy a phone. They are interested in
sending e-mail, texting, enjoying music, or sharing video with their kids. The

wireless industry had always been considered a “transaction” oriented industry,
but today’s AT&T employees are much more focused on sending people home

with the right solutions to help them lead more enriching lives.

4. Gain agreement. AT&T has a very low return rate, quite likely due to this critical
fourth step. Employees must make sure they have helped customers walk out

with the solutions they were looking for. They are even taught to educate

customers about solutions and benefits they were not aware even existed. This
step cannot occur, however, unless the employee asks the right questions in the

previous steps and develops a rapport with the customers.

5. Walk out working. This is the educational step. If a customer walked in wanting
a phone to text her kids, the employee will show the customer how to take a

photo and send it as an SMS. Employees will even set up a customer’s e-mail in
the store. Again, Apple does the same thing. Apple will transfer your data, set up

e-mail, or do anything else you need to make sure your system works when you

take it home. Reducing frustration after the sale raises the customer’s perception
of the overall experience.

6. Thank and depart. An AT&T employee will thank customers and walk them

toward the door. Why? Because that’s how you would treat guests in your home.
As simple as it sounds, it rarely occurs in the retailing industry, with one notable

exception—Apple.