Page 160 - The Apple Experience
P. 160

an iPad. She wasn’t confused. She was empowered. She began to enjoy the

                              sales process. Jessica had created a relationship. Once you build a
                              relationship, your customer will make it easier for you to make a sale.


                             Jessica probed with simple questions to understand Patty’s situation and how

                              Ken would use the device.

                             Jessica listened closely and used what she had heard to create a wow

                              moment, introducing Patty to the camera connection kit.


                        Here’s the kicker. Remember, I said that Patty likes to talk and strike up

                    conversations. Patty was so satisfied with this experience that she actually

                    asked Jessica if she could pass along a recommendation to her manager. I was

                    surprised—but I guess I shouldn’t have been—when Jessica said, “Thanks.

                    But as long as you’re happy that’s all that matters.” Patty persisted, but Jessica

                    stuck to her ground—thanks, but no thanks.
                        The fact that Jessica declined an opportunity for a customer to praise her

                    in front of her boss should strike fear in the hearts of business owners

                    everywhere. It tells you everything you need to know about why the Apple

                    Stores are succeeding and why you might be falling behind when it comes to

                    customer service. Ask yourself honestly if a customer tells one of your

                    employees that she thought so highly  of the customer experience that she

                    would like to speak to a manager, would your employees bust down the door

                    to the manager’s office to show off a satisfied customer? Sure, they would.

                    The reason Jessica did not want Patty to talk to the manager is because it
                    would teach the manager nothing new. It’s  expected that store employees

                    create magical moments on the sales floor all day long. Jessica’s manager

                    wouldn’t get any work done if she dragged every happy customer into his

                    office! I’ve asked Apple Store employees why Jessica didn’t jump at the

                    opportunity. They all said because it happens to each of them every day. It’s
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