Page 184 - The Apple Experience

be a powerful business tool but only after a well-trained employee facilitated
the conversation, leading the customer to a personalized wow moment.

Ten Minutes to Resolve a Four-Year Dilemma

Connect wow moments to people’s lives. One Apple employee said that in
ten minutes he sold a MacBook to a customer who had spent four years

considering whether he should convert from PC to Mac. The Specialist

“listened” carefully to the customer’s concerns (step four of the five steps of

service) and heard some key words: photos and children. The Specialist

launched into a true, personal story about his own experience with iPhoto,

Apple’s photo editing and managing software that comes installed on every

Mac.
The Specialist explained that he had spent one hour on iPhoto and

created a gorgeous book that he had sent to one of his daughters who could

not join the family for the holidays, the first time she had spent the special

occasion away. The employee explained that with iPhoto he could have the

book delivered on a specific date, so he timed the delivery to land on his

daughter’s birthday along with a customized birthday wish. The daughter

called her father in tears, the dad started crying as well, and they both shared

a special moment. With one benefit and one personal story, the Specialist

had created a wow moment. In less than ten minutes he had persuaded a
customer to make a purchase the customer had put off for several years. It’s a

true story that the Specialist had used before and will use again, provided the

context is appropriate. But it’s important to note that the Specialist was

armed with the wow moment. He had it and pulled it out when he needed it

to close the sale.