To read part 2 of this series, click here
Let me tell you about my first couple of visits to the Apple Store while deciding to get my Mac. I still can’t quite put my finger on what it was about the ambiance of that place. I know ambiance might sound like a strange word to use to describe a computer store but it actually fits. Let me explain.
Most computer stores are filled with sales people that seem to know very little about about their product. They also seem to be more interested in the sale than in the customer. Neither of these were the case at the Apple Store. I know they really are concerned about sales, but they don’t act like it. Both times I visited prior to my purchase, I received absolutely delightful service from a young man in the business services area. He was not pushy or forceful but carefully listened to all my needs and concerns for probably 90 minutes.
This was impressive considering how many people were in the store. It was packed! It reminded me of a bunch of college students trying to see how many people they could stuff in a phone booth. Normally when you get that many people stuffed in one place it’s not very pleasant. This was different though. Everybody, including the employees, looked happy and actually seemed to enjoy being there. I think part of this comes from representing such a fun and functional product.
Apple has also figured out how to make the sales experience as high-tech and enjoyable as actually using the product. In spite of the store being packed to the limit, there is almost no waiting to get help from a salesperson or to buy something. Each employee is a walking point-of-sale Terminal. Each has an iPod with a special back that contains a card reader and is connected to the store’s computer network. So at time of purchase, your card can be swiped anywhere in the store and the employee simply walks a few feet and gets your receipts. You are also given the choice of having your receipt emailed to you. Even the signature process is done with ones fingernail on the iPod screen.
Add to this the fact that every product that Apple sells is on display. All are in full working order, come in various colors and configurations, and are just waiting for the customer to try out for as long as they like. Compare that to many stores where most of the displays are either broken or non-functioning, “empty” versions of the product that were never intended to work.
This whole experience is already very impressive before the customer even touches a product. And touching and using the product is where all the magic begins….
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See you tomorrow and thanks for visiting!
hahaha Robert, great post Robert. I leave all this to the guys in my home, let them do all the work and I enjoy my blog as it is..:)
Great article. I love…love…love Apple!! I was converted when my husband bought me my MacBook Pro a couple years ago. It is so much easier to use and everyone is always super helpful when I go to the store. I love that they carry around card readers so they can ring you up in the middle of the store, so you don’t have to wait in line. It’s the best. Can’t wait for your first e-book!
Thanks for your comment Mindy. Clearly I agree with you about Apple…there is just nothing like them.
Thanks for the encouragement for my e-book. I’m working on it as quickly as I can as it sounds like there are a lot of people that would like to get it. I can’t wait to see what you all think.
Robert, I took a free intro class at an Apple store after I got my MacBook Pro. It was great. The instructor knew what he was talking about and answered my naive questions in a very professional manner.
You have so perfectly explained the Apple Store. We finally got one close to us and our whole family loves just going in to visit “the party”. Not only is the store wonderful but customer service has been mastered. I asked the employee that helped me with a purchase the other day if they give them lots of training on the products and she said not really. Almost all training is in how to care for the customer. She explained that there is a wide variety of knowledge within the employees on the floor and if she doesn’t know an answer – she knows who she can ask. Her job is to help and make the whole process simple for the customers. I wish more companies would take notice and change the way they do business. Apple seems to dominate once again!
Thanks for you comment Carla. Also, thanks for the information about their training. I had not asked them about this but I’m sure my other readers will find your comment useful. Take care and have a great day!
Robert this is a great description of why the Apple store is a pleasant place. The employees don’t get commissions on sales which also helps it not be a “pushy” place.
It is wonderful to be able to try out a product before you buy it.
Been in the mall, walking by the Apple Store, always looked like a party that I wanted to be part of, you make me want to go find the party right now, thanks Robert, p.s. can’t wait to get my eyes on your new book!
Thanks for the comment Paul. I know what you mean about wanting to go and be a part of that party. It happens to me every time I walk by. It’s so fun to go in and play with all the stuff too.
I began on the book RIGHT AFTER THE CALL! Depending on how much time Sandi has to look at it, it may be ready by early next week. Thanks for you interest in it. I’m having a blast writing it and look forward to the finished product too.
Take care Paul and thanks for visiting so often. It’s a pleasure to have you here!