10 dingen om die je kan leren uit de Apple Store

Stop selling stuff.
When Steve Jobs started the Apple Store he did not ask the question' "How will we grow our market share from 5 to 10 percent? " Instead he asked " How can we enrich people's lives?" Think about your vision. Are you selling stuff or enriching people's lives?

Enrich lives.
These are the two words on a wallet-sized credo card the Apple employees are encouraged to carry. Enrich lives led Apple to build a play room where kids could see, touch and and playing computers. Or where in a Genius Bar trained experts are focused on ,rebuilding relationships, as much as on ,fixing problems,.

Hire for smiles.
The soul of the Apple Store is in its people. They are hired, trained, motivated and taught to create magical moments for their customers. Apple values as much a magnetic personality as if not more than technical proficiency. Apple cares less about what you know than that it cares about how much you love people.

Celebrate diversity.
Mohawks, tattoos and piercings are acceptable among Apple Store employees. Since they are more interested in how passionate you are, your hairstyle doesn't matter. It's not uncommon to find former teachers, engineers and artists at an Apple Store.

Unleash inner genius.
Teach your customers something they never knew they could do before, and they will rewaed you with their loyalty. For example the program to help people understand and enjoy their computer. Customers can learn about anything: design their own website, editing photos or movies, creating a presentation and much more...It is based on the idea that the more you understand a product, the more you enjoy it, and the more you are gonna build a longterm relationship with the company.Instructors are trained to provide guidance and instruction, but also to inspire customers, give them tools to make them more creative than they ever imagined.

Empower employees.
Apple has a non-commissioned sales floor for a reason': mplyees are not pressured to make a sales. Instead they are empowered to do what they believe is the right thing to do.

Sell the benefit.
Apple store specialists are thaught to sell the benefit behind products and to customize those benefits for the customer. For example, I,walked to the I pad table,with my two daughters and told the specialist inwas considering my first Ipad. In a brilliant move he focused on my two daughters, the secondary customer who can influence a purchase. He let the girlsplay on several devices. One played the movie Tangled, the other device is a Disney Princess colouring app. The girls were thrilled, and in one memorable moment, my 6 year old turned to me and said: I love this store! It's easy to see why. Instead of explaining speeds and feeds, the specialist taught us how the device could improve our lives.

Follow the steps of service.
The apple store teaches its employees to follow five steps in each and very interaction. These are called the five Apple steps of service. They are outlined by the acronym A-P-P-L-E. They are Approach with a customer: warm greeting. Probe politely to understand the customer's needs. Present a solution the customer can take home today. Listen for address unresolved questions. End with a fond farewell and an invitation to return.

Create multisensory experiences.
The brain loves multisensory experiences. People enjoy being able to see, touch, and play with products. Walk into an Apple store upon opening and you'll see all the notebook computer screens perfectly positioned slightly beyond 90 degree angles. You see the screen and forces you to touch the computer in order to adjust it. Every device in the store is working and connected to the Internet. Spend as much time as you'd like playing with the products - nobody will kick you out. Creatives who give workshops do not touch the computer. They want you to do it. The sense of touch helps create an emotional connection with a product.

Appeal to the buying brain.
Clutter forces the brain to consume energy. Create uncluttered environments instead. The Apple store is spacious, clean, well-lit, and uncluttered. Cables are hidden from view and no posters are placed in the glass entrances. Computer screens are cleaned constantly. Keep the environment clean,open and uncluttered.


Source: blog guy kawasaki

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