Page 187 - The Apple Experience

to the conversation, so there was no need to bring it up. Games would not
have left the customer in awe. The salesperson also took the opportunity to

get the customer to touch the device when he asked to see the company blog,

and instead of simply describing the remote access app, the salesperson

showed the customer how it works in the real world. Finally the salesperson

began using language that assumed the customer would own an iPad (e.g.,

“when you get home”). This wow moment cannot happen, however, if the

salesperson does not probe, listen, engage, and come prepared with examples.

FaceTime Makes a Mom’s Day

Customer: My daughter thinks I need an iPod Touch. I’m not

so sure. I don’t listen to music or play games, so although she
thinks it’s cool, I’m not convinced.

Salesperson (turns to daughter): Is there a reason why you’re

recommending an iPod Touch for your mom? Have you
considered an iPhone?

Daughter: She wouldn’t use an iPhone. My mom is eighty-three

years old and uses her home phone to call us.

Salesperson: Oh, do you live far away?

Daughter: Not that far, but far enough so we don’t see her every
day.

Salesperson: We?

Daughter: Yes, my husband and kids as well as my brother who
lives in another state.

Salesperson (turning to customer): If you’re like my mom, you

can never see your kids enough. I can visit my mom every few