Page 168 - The Apple Experience

more you enjoy it, and the more likely you are to build a long-term
relationship with the company. And don’t forget that the more you like a

product and the relationship you’ve experienced with the company, the more

likely you are to recommend the product or service to someone else.

Instructors are trained to provide guidance and instruction, but also to

inspire customers, giving them the tools to make them more creative than

they ever imagined. Apple doesn’t sell One to One as an unnecessary add-on

to boost its bottom line. One to One is a critical component of the Apple
experience, which is why it is always offered and discussed with customers as

a benefit to purchasing a Mac. In my own experience, the Apple Keynote

presentation software has opened up a new way for me to think about the

presentations I give and how I instruct clients on telling stories through

presentations. When I first learned Keynote, I tried to read a manual, but it

wasn’t nearly as empowering as when I sat side-by-side with a Creative who

helped me unleash my “inner presentation genius.”
You might recall meeting Carolyn DiPiero in Part I. She is the retired

schoolteacher from Modesto, California, who bought her first Mac primarily

because of the interactions she experienced in the store. DiPiero signed up

for the One to One training program and took full advantage of it,

scheduling sessions to learn everything she could about the platform and its

software. When I asked DiPiero what she remembers from the sessions, she

recalled how Creatives built her confidence through personal conversations.

They made her feel that they, too, were in her place at one time and if they

could learn, so could she. Many of them actually were in her shoes. I’ve met
several Apple Store employees who were inspired to apply for the company

after they took One to One classes. Some became Creatives, others aspired to

be Creatives, and others became Specialists on the sales floor or on the

management track. How many companies do you know that make such a