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