Inside Apple's Retail Store Operation

[acies909]

Wirelessly posted (Mozilla/5.0 (iPhone; U; CPU iPhone OS 4_3_3 like Mac OS X; en-us) AppleWebKit/533.17.9 (KHTML, like Gecko) Version/5.0.2 Mobile/8J2 Safari/6533.18.5)

I don't think it's being pushy. The people at Apple believe in their products and services. Alot of people know about the products but 50% of people buying a Mac are first time Mac owners a stat that has been the same since the stores opened. AppleCare is an amazing program. What other warranty program gives you 3 years of phone support not just I have a problem with my computer but you can call them and ask them question about iMovie or iPhoto or where you can schedule for AppleCare to call you using expresslane.apple.com. For a first time user and even veteran users One-to-One is awesome cause you learn the programs that come on your computer. I have had Apple computers for 12 years and use iMovie for my side business and I bought one-to-one for myself and I loved. I learned Final Cut Pro for $99. You can't beat that. So I think the reason that some of the Specialists in the store seem pushy is because they see the value in AppleCare and One-to-One that they don't want to see people leave without at least one of the services. I have bought AppleCare and One to One and I will tell people to buy both all the time. I also live he experience of talking to someone that isn't tryin to sell me something cause it makes their paycheck bigger but someone that actuall wants me to get a computer that better suits my need. I wanted the biggest and best 15in MBP and I ended up getting a 13in MBA and I couldn't be happier.

 

[Blorzoga]

They should work on how annoying it is to have employees blocking the entrances, and asking you if they can help you with anything all the time as soon as you put a foot in the door. It causes tension more than anything on the customer. They should just do what other stores do... If the customer needs help, let them ask for it.

Next time you go to an Apple store, try this: when you walk through the door and they ask you if you need any help, say, "no, thanks, I'm just looking", continue walking to whatever it is you want to look at or play with. This strategy actually works in other retail stores too.

 

[cmfilms]

Amazed that people are faulting BUSINESSES for increasing their sales totals. Of course clerks are going to suggest add-ons. It's part of the deal. Don't go in with the attitude that a clerk is being pushy. Just remember that they are just doing their job. A quick "No, but thanks for asking" will get you out the door with the money in your wallet and the respect of the employee.

 

[un.titled]

This thread is just proving how socially awkward/insecure people really are haha.

 

[nstrudwick]

Someone needs to bring Apple to book for its ageism however. When you look at those they look at, its clear that knowledge and enthusiasm and experience count for relatively little if you are grey-haired and not young and "hip". Very sad in this day and age (I speak from personal experience).

 

[jamets515]

For that matter, they should take that "solve the customer's problem" to the very end and, if it really sounds like the customer really ought to go buy a Dell PC, then the associate should be free to say so. Despite the doctrine, Macs can't be 100% for everybody.

If the sales associate thinks a prospective customer should go and buy a Dell, he's a fool.

 

[chriszzz]

Regardless of what the training materials may say, Apple pushes employees to sell hard. No, you won't find a Specialist pushing a Mac Pro on someone's grandma but they will try to sell her all the attachments (AppleCare, MobileMe, and One-to-One) and every accessory in the store.

Employees are constantly monitored on their attachment performance and (at least in the stores I was at) they were forced to review their sales with a manager before the product was brought out. The store also used experienced sales people as a closer to try and push attachments when the Specialists couldn't close the deal. Plenty of people had hours cut or unwillingly moved to other positions in the store because of poor performance.

Now I'm not saying people shouldn't be judged on their performance in the workplace. Of course it makes business sense and Apple should do that. I just want to let everyone know its not a bunch of hipsters hanging around that want to be best friends with their customers and really get to know them.

Of course Apple wants to solve the customers problems and learn about their needs, because that always involves selling them more crap.

 

[something3153]

A case study in success.

User Experience doesn't begin and end with the OS. It's a journey from cradle to grave, and it begins right when you walk into the Store. It's an integral part of the Apple ecosystem, and the attention to detail put into it reflects just that.

You mean, condescending, unhelpful salespeople who ask if you've ever used a computer before? It does match the rest of the Apple experience, I'll give you that. I'm not sure exactly where this reputation for great Apple customer service in their stores comes from; the store in Boulder is terrible.

 

[un.titled]

For that matter, they should take that "solve the customer's problem" to the very end and, if it really sounds like the customer really ought to go buy a Dell PC, then the associate should be free to say so. Despite the doctrine, Macs can't be 100% for everybody..

When you can install Windows on a Mac, there is no reason to buy a Dell other than price. The only way I would recommend a Dell, if I was an Apple employee, would be if the customer walked in with $400 in their pocket expecting to pick up a computer.

 

[Boomchukalaka]

Whatever they are doing, they are doing it well! Going into an Apple store is a great, positive experience. Even just to "look around" I've had friendly, courteous exchanges with the staff. And unlike so many Big Box store experiences, there are actually staff there wanting to help you. I am surprised more retailers haven't used the Apple store model as a case study to improve the retail experience in their operations.

 

[MrSmith]

wow...i thought this was an isolated thing that happened to me last year when i went to buy a MBAir.

I had already scouted all the versions and knew exactly the one i wanted so when i walked into the store i just said i want the Macbook Air ...with such and such. They guy then starts asking me stuff like "who is it for?", "what are they going to use it for?", "does that person currently own bla bla bla?" ...ultimately i got pissed and asked the guy if there was some reason why i wasnt allowed to just buy the one i was asking for and if i needed to fill some sort of requirement in order for him to allow me to pay him for the computer? then the guy got angry and told me that he considered himself a "salesman" and if he just sells me the machine then he is nothing but a clerk.

ultimately i ended up getting the one i wanted because if was a gift a buddy had asked me to get for his dad but geez i almost turned around and just walked out of there empty handed.

Reminds me of an Eddie Bauer experience. Even following me to the changing rooms and waiting outside for me. That's commission for you, or whatever statistics the employee suffers under. But they are there to serve you, apparently, so just enjoy the experience.

 

[chriszzz]

When you can install Windows on a Mac, there is no reason to buy a Dell other than price.

Now you sir/madam, would make a terrific Apple Retail employee. Cover your eyes and ears while screaming 'everything that isn't made by Apple sucks'.

 

[GoKyu]

I think if a retail store wants to be truly revolutionary, they shouldn't even track "attachment rates". Train the staff to ask if they want AppleCare, or if they want to buy ___ with their purchase, sure. But if the customer says no, leave it at that. Don't divert employees for failing to sell "enough". Let them focus on being straight talkers.

For that matter, they should take that "solve the customer's problem" to the very end and, if it really sounds like the customer really ought to go buy a Dell PC, then the associate should be free to say so. Despite the doctrine, Macs can't be 100% for everybody.

Establish a store with a reputation of honest straight talk sales staff with absolutely no pressure. Apple could pull it off, too, because of its philosophy of designing products that WOW you. Let the products sell themselves. THAT would be revolutionary.

+1

I work retail, and don't like the fact that you get punished for not meeting some arbitrary goal. I have recommended Macs in the past (a big no-no at our store) because our store manager always said "If we don't carry it, but it may be right for the customer, recommend it." Unfortunately that thought was "re-clarified" later as "As long as we carry it, but we don't have it in stock..."

The one minor bit I might disagree with is "if the customer says no, leave it at that" - give the salesperson a chance to change the customer's mind, because they might not know the benefits of having a plan or whatever.

But absolutely, if they say no more than twice or say "I do know about that, but I still don't want it", then leave it alone and finish the sale - it saves the customer and the employee time to do other things.

 

[un.titled]

Now you sir/madam, would make a terrific Apple Retail employee. Cover your eyes and ears while screaming 'everything that isn't made by Apple sucks'.

I didn't say that, but aside from price (which is what I mentioned), why would you buy a Dell instead? I enjoy the flexibility of running two OS's.

 

[Mattie Num Nums]

The guy who sold me my MacBook Pro was rather pushy but I'm glad Apple is not promoting that.

They are though. If you don't attach Procare, 1to1, APP, MobileME/Dot Mac, you're sale is considered a fail. I remember the morning meetings sales people with insane numbers but their metrics were so low. Its all about metrics.

 

[iSimx]

The guy who sold me my MacBook Pro was rather pushy but I'm glad Apple is not promoting that.

yea, my first experience wasn't great. the woman was pushy, and bitchy. Questionning why I'm not getting AppleCare and kept pushing until I gave in. cow.

Luckily my last experiences have been great (in another store).

 

[Thunderhawks]

wow...i thought this was an isolated thing that happened to me last year when i went to buy a MBAir.

I had already scouted all the versions and knew exactly the one i wanted so when i walked into the store i just said i want the Macbook Air ...with such and such. They guy then starts asking me stuff like "who is it for?", "what are they going to use it for?", "does that person currently own bla bla bla?" ...ultimately i got pissed and asked the guy if there was some reason why i wasnt allowed to just buy the one i was asking for and if i needed to fill some sort of requirement in order for him to allow me to pay him for the computer? then the guy got angry and told me that he considered himself a "salesman" and if he just sells me the machine then he is nothing but a clerk.

ultimately i ended up getting the one i wanted because if was a gift a buddy had asked me to get for his dad but geez i almost turned around and just walked out of there empty handed.

You probably encountered an isolated case of a sales person that needed retraining or used to work at another place.

In sales it doesn't pay to get mad at a customer.
There are certain things one cannot do.

If that was me, I would have congratulated you on your choice, thanked you in a humorous way for making my sales life easy and asked you to let me know if you needed or were interested in anything else.

The Apple store at the NY Westchester mall has (don't know if it was fixed) a foul odor problem allegedly from the air conditioning ducts.
Whoever is running that store was content with the building managements explanation, which IMO is not good enough.

If I ran that place I would have bought an air exchanger/humidifier and started to fight with building management.

In that particular store several employees look a little disheveled and unkempt for my taste.

Again, isolated cases, but noticeable when it's not the perfect Apple.

 

[*LTD*]

You mean, condescending, unhelpful salespeople who ask if you've ever used a computer before? It does match the rest of the Apple experience, I'll give you that. I'm not sure exactly where this reputation for great Apple customer service in their stores comes from; the store in Boulder is terrible.

Apple's numbers tell the tale. These stores aren't a retail success story by accident. They don't rake in insane amounts of money because the people who work there make customers feel like garbage, are dishonest, unhelpful, etc.

There's no miracle at work here. The places are well-run and they're effective. If you think there's some other force at play, do let us know.

But I'm sure your personal anecdotes are appreciated.

 

[Thunderhawks]

Reminds me of an Eddie Bauer experience. Even following me to the changing rooms and waiting outside for me. That's commission for you, or whatever statistics the employee suffers under. But they are there to serve you, apparently, so just enjoy the experience.

At least they waited outside

 

[notjustjay]

If the sales associate thinks a prospective customer should go and buy a Dell, he's a fool.

When you can install Windows on a Mac, there is no reason to buy a Dell other than price. The only way I would recommend a Dell, if I was an Apple employee, would be if the customer walked in with $400 in their pocket expecting to pick up a computer.

Well, there ya go, there's one example already. I've been on the receiving end of too many speeches from salesmen (not just Apple) where the product clearly wasn't going to work out for me, yet they kept going and trying to find convoluted ways to make the sale. Customers see right through that, and it's annoying.

If a customer were to come in with only $400 to spend on a PC, the correct answer is "sorry, I think your best bet is to look at a PC", not, say, "Well, we have this lovely iPod touch that could run the iWork app..."

Simple real-world example: I walk into a hardware store and ask if they sell ____ device. One guy smugly says "We don't carry such a thing. In fact I've never even heard of that. Are you sure it even exists?" Another says "We don't carry that, but go to XYZ store on Main street, they have them over there." Guess which guy I'm going to talk to next time I need something?

 

[MrSmith]

You probably encountered an isolated case of a sales person that needed retraining or used to work at another place.

In sales it doesn't pay to get mad at a customer.
There are certain things one cannot do.

If that was me, I would have congratulated you on your choice, thanked you in a humorous way for making my sales life easy and asked you to let me know if you needed or were interested in anything else.

The Apple store at the NY Westchester mall has (don't know if it was fixed) a foul odor problem allegedly from the air conditioning ducts.
Whoever is running that store was content with the building managements explanation, which IMO is not good enough.

If I ran that place I would have bought an air exchanger/humidifier and started to fight with building management.

In that particular store several employees look a little disheveled and unkempt for my taste.

Again, isolated cases, but noticeable when it's not the perfect Apple.

Are you Steve's love child by any chance?

 

[*LTD*]

Now you sir/madam, would make a terrific Apple Retail employee. Cover your eyes and ears while screaming 'everything that isn't made by Apple sucks'.

The poster made a good point, actually. There's certainly *less* of a reason to buy a PC other than price. In fact, the box-makers are doing just that: trying to compete on price. Look at MS' half-hearted Laptop Hunters campaign from 2009. It was all about price.

 

[un.titled]

Well, there ya go, there's one example already. I've been on the receiving end of too many speeches from salesmen (not just Apple) where the product clearly wasn't going to work out for me, yet they kept going and trying to find convoluted ways to make the sale. Customers see right through that, and it's annoying.

No, probably 10% of customers see through that. Most people want to be told what to buy. Furthermore, if I don't enjoy the experience from a retail store, but I enjoy their products, I just order online in the future (ex. tire shopping).

 

[macnisse]

...Ha, in a perfect world perhaps. I've seen new recruits rushed through Core Training (normally a two week programme) in less than 3 days and put straight out onto the floor, no shadowing, with less than a day of product knowledge training.[/QUOTE]

That come as no surprise, I must have encountered several of these salespeople with little or arguably no training pain in the b***
Next buy will definitely be online... just me, myself and I, and I already know what I want, the new "ultimate" MBA

 

[vagabondlife4me]

This thread is just proving how socially awkward/insecure people really are haha.

Took the thoughts right out of my mind.