Page 145 - The Apple Experience

Apple’s five steps, especially the greeting, cost Audi $70,000 in business.
Here’s what happened.

My friends had narrowed down their choices for a new car between two

brands, Audi and Mercedes. Although they were impressed with the

Mercedes, it was a higher price point than the Audi, and having owned an

Audi in the past, they appreciated its quality. So they walked into an Audi

dealership with a check in hand ready to buy a new car. The receptionist

never looked up. They waited for a few minutes clearly in view of the
receptionist. The receptionist didn’t make eye contact, didn’t smile, nor even

acknowledge their presence. When Tim and Denise finally asked to a see a

salesperson, the receptionist said that since they “didn’t have an

appointment,” nobody was available at the time. They were told that if they

waited, someone “might” be able to help them in forty-five minutes!

Tim and his wife were confused because they had never heard of such a

policy at an auto dealer. Perhaps, if the receptionist had offered an
explanation, they would have understood. But no explanation was given.

They decided to leave, and the receptionist didn’t even say good-bye. Tim

and Denise then went directly to the Mercedes dealership down the street

where a salesperson, Alan, greeted them with a warm welcome right away.

No more than five minutes had elapsed from the moment they walked into

the door before they were “sold.” They were so satisfied with the experience

that they bought a Mercedes that day, spent more than they would have

spent at Audi, and even recommended Alan by name to other friends in the

market for a car.
Audi lost a sale because its employee was not trained in the Apple way.

Here’s how the conversation would have gone at the Audi dealership with an

effectively trained receptionist.