In an Apple Store, education means specialists will answer all your questions about the iPad. They will spend as much time as you need. Since Apple Retail is a non-commissioned sales floor, specialists are not reprimanded for spending too much time with a customer. They will encourage you to sign up for free classes offered in the store. They will let you touch and play with the device. But they won’t “sell” you a product in the traditional sense. If you leave the store without having purchased a product, that’s perfectly okay with them. They will not feel pressured to make a sale. The mission of the Apple Store specialist is to provide a great experience and to build loyal customers.
As people were lining up to be among the first to buy the ‘New iPad,’ Apple Store employees were handing out bottled water, coffee, and energy bars. It’s all part of the experience. They were doing something else, as well. Employees were educating customers about the new device even before those customers entered the store. Specialists were answering questions about the iPad and pointing out its new features. Education is everything.
In this video I explain several other factors that are behind the success of the Apple Store and what you can learn from America’s most profitable retailer.
Carmine Gallo is the communications coach for the world’s most admired brands. He is a popular keynote speaker and author of several books, including the international bestseller The Presentation Secrets of Steve Jobs. His new book, The Apple Experience, reveals the secrets of delivering “insanely great” customer service. Follow Carmine on Twitter: carminegallo
