Apple Customer Experience

Connect Discover Show Close

Connect: Build Rapport

• Approachable

• positioning, open body language, appearance

• Confidence

• product knowledge, know your resources!

• Authenticity

• Find an opening that comes naturally, share personal stories

Connect: Build Rapport

• Approachable

• positioning, open body language, appearance

• Confidence

• product knowledge, know your resources!

• Authenticity

• Find an opening that comes naturally, share personal stories

Connect Questions

• What brings you in today?

• Is this your first time in Jump+

• I see you’re looking at... have you discovered?

DiscoveryNeeds (Specs) Wants (Features) Values (Benefits)

• RAM• GB• Size

Technical Connection

• Longevity• Performance• Quality• Status• Security• Speed

Intellectual Connection

• Save time• Save money• easier• peace of mind• feel good

Emotional/Core connection

What does it do?What does it do? What does it do for me???

Discovery of needs, wants and values allows for the successful positioning of a solution

Discovery of needs, wants and values allows for the successful positioning of a solution

Discovery of needs, wants and values allows for the successful positioning of a solution

Three Main Customer CategoriesNew to Apple Owns Apple Upgrader• Hesitant/fearful• Needs emotional connection & reassurance• Longer sales cycle?

Emotional Connection

• Established previous experience• Needs to know that transferring to new product will relate to his existing learning curve

Intellectual Connection

• Thinks he knows better what he wants/needs• HIgher product knowledge expectations• May need reassurance that it is “worth” it to upgrade

Technical connection

What stage of the Apple relationship a customer is at will help establish needsWhat stage of the Apple relationship a customer is at will help establish needsWhat stage of the Apple relationship a customer is at will help establish needs

Discovery Tips

• Ask open ended questions

• Tell me about...• How do you use...• What do you like about ...

• Don’t assume you have the solution: discover “hidden needs” customer is not aware of

• Stop and review: Did you really discover needs, wants & values?

Demo: Show the Solution• RCER approach to needs - leads to proper solution

• Restate• Clarify• Explore further• Respond

• Lead to Demo

• Let client know you are about to show him/take a test drive

• Overcome Objections

• make sure demo addresses overt and covert needs

Close• Assess: Is customer ready to buy?

• Have I answered your questions, or can I show you something else?

• Ask for the Sale

• Are you ready to take one home today?• Do you want to look at some accessories while I get you one?

• If not ready, invite back for another demo (another family member needed for emotional/financial approval?)

Close

• Extend relationship beyond the current sale

• give business card or email• invite back for personal trainer• email with feedback• call a few months later with updates, offer Apple care