Page 159 - The Apple Experience

Jessica: Wi-Fi plus 3G. The data plans are offered either

through AT&T or Verizon.

I could tell Patty was already sold on the 32 GB model. But Jessica wasn’t

done. She was about to close the sale with a wow moment, adding a nugget

of information that would impress Patty and directly relate to something that

Patty had mentioned earlier in the conversation. “Come with me,” said

Jessica as she led Patty to the accessory wall at the back of the store. “This is

a camera connection kit. Your husband can take his photographs, remove the
memory card, insert it in this slot, and transfer his photos to the iPad.” Patty

was thrilled. I could tell the sale had been made. But Jessica had one more

thing …

“There’s one more thing for you to consider,” she said. Once he opens his

new iPad, you can tell your husband that we offer free classes right in the

store if he’d like to learn how to use it.” Steve Jobs, who was famous for

surprising his audiences with “one more thing” at the end of his
presentations, would have been proud.

Patty and I left the store because we had another appointment, but the

sale had been made. Patty bought an iPad 2 a few days later (the 32 GB

model that Jessica had recommended). Ken was a very happy customer on

the morning of December 25. Patty felt bad because Jessica didn’t get the

sale. I told Patty that Apple Store employees are not on commission, and

Jessica would not be penalized for the time she spent with Patty. She did her

job, she did it well, and Patty was happy. That’s all that matters to Jessica.

What did Jessica do right?

 Jessica talked about benefits, not features. Instead of using terms like 3G and
Wi-Fi, Jessica went directly to what Patty (and Ken) could do with the
device: enjoy games, e-mail, photos, movies, and so on. It was in that

moment that Patty smiled and began warming up to the idea of purchasing