The worlds most successful company, Apple, with a $621B market cap, recently had their super secret Genius Training Manual leaked. In it included the key to Apple’s selling success. Below, we’ve reviewed the most important points you can learn from Apple so you can use their techniques to increase sales.
Sure, every large corporation has a company culture handbook and training guide, but if you’ve walked out of an Apple store anytime within the last 5 years, you’ve probably a) spent money b) felt educated c) wanted to come back. They actually execute on theirs because it’s tight, concise, and clear.
According to Apple their sales strategy is simplified with one simple acronym: APPLE
Apple’s Secret to Sales #1
The handbook strongly forbids pushiness, but advocates a style that is clearly indicative of its iconic leader, Steve Jobs. One of the secrets to Apple’s sales success: make the customer feel empowered.
This should be no different for any sales rep. At the end of the day, we’re all offering a solution to better the lives and businesses of our customers.
Apple’s Secret to Sales #2
Empathy. They’re adament each worker “walk a mile in someone else’s shoes” to understand them. On the other hand, sympathy is not advocated. When a consumer comes into the store upset or balling over their frozen screen, apologies won’t we spewed out. Instead, a simple “I’m sorry you’re feeling frustrated” results in more productive results.
When the product fails, and who hasn’t had a shattered or bricked iPhone, they’re instructed to follow the 3 F’s: Feel, Felt, Found.
Customer: This iPhone is overpriced.
Apple Employee: I can see how you’d feel this way. I felt the price was a little high, but I found it’s a real value because of all the built-in software and capabilities.
Apple’s Secret to Sales #3
Word selection. Keeping the conversation positive, open, and helpful is the key to a happy and repeat customer. Below is page from their book of which words to use based off their product.
Take some of the strategies Apple has used to become the most successful company in the world. Ask questions on a broader level first: how is the tone of my interaction with clients? Am I helpful enough? Too pushy? Analyze your current strategies and mix in one or two of the secrets above. Who knows, you might have one more customer by the end of the week.