A bite of Apple

While I am not the biggest fan of Apple products, I must recognize that they are a very successful company.  Providing products to its customers that "enrich" their lives, Apple has established itself as one of, if not the leading tech gadget firm.  After reading the article "The Apple Experience" I have gained some knowledge as to how Steve Jobs and the Apple team have successfully transitioned the company from once near failure to the household name it is today.

It seems that Apple transitioned from the traditional business mentality of selling a product to selling an experience and a way of life.  I have broken it down by each point made in the article.

1) Stop selling stuff:  By removing the focus from the product and on to the customer, the customer no longer purchases just a computer.  They now purchase something that will make life better.  As Steve Jobs said, "How do we enrich people's lives?" (The Apple Experience)

2) Enrich lives: This motto led to the idea of a non-commissioned sales floor and "family rooms". (The Apple Experience)  It seems to me that this allows the customer looking for a computer for work to come in to a store, spend as much time as necessary with the sales associate to find the perfect fit, and leave with the computer that will work for business, but also provide their children with an educational and fun experience.  Customers always feel better when they walk out having purchased something that does more than they need or want it to.

3) Hire for smiles: This concept makes sense in any sales situation.  Staffing friendly people who enjoy interacting with the customer is going to be a stronger selling point than the person who is boring but knows a lot about the technical aspects of the product.

4) Celebrate diversity: Along the same lines as the third point, looks don't dictate or tell knowledge.  The teacher that asks a lot of questions is just as passionate about their job and the product they are selling as the tattooed and pierced hipster.

5) Unleash inner genius: Nothing is as frustrating as having a computer with a bunch of features and never knowing how to use them.  When Apple extends the opportunity for a customer to work one-on-one with an Apple expert to explore the functionality of the computer they just purchased they know they have made the right decision because the people taking their money are extending an opportunity to become extremely knowledgeable about the computer they will be using daily.

6) Empower employees: This helps Apple associates create a wonderful experience for the customer.  When the customer is able to make a personal connection with the associate they are working with their overall experience is better and they are thus a more satisfied customer.  It also helps the associate to determine what it is exactly that the customer needs out of a product.

7) Sell the benefit: This gets back to the idea of selling an experience and enriching lives.  Without knowing what a product's true potential is, the product is worthless.  The iPad isn't designed for one user.  A parent can use a product for work and hand it to the kids to entertain and educate them as well.

8) Follow the steps of service: A-P-P-L-E makes sense.  It seems like this would be a standard approach when selling a product to anyone and for anyone, but by spelling it out (pun intended), Apple has made it clear what they expect from their associates, and what the customer should expect from the associates.

9) Create multisensory experiences: Incorporating as many senses as possible creates a strong bond between the customer and the product they are looking at.  Allowing the customer to really use the device will help to define what it is they really need and want from their product.

10) Appeal to the buying brain: Again, this is something that I would hope all firms are doing when establishing a store front.  Focus on the product and make sure it is presentable.  Hiding the cables, keeping the computers clean, and not putting items on every square inch of horizontal space is an excellent way of drawing attention to the product and not to the store.

Overall I think Apple has used some techniques that aren't new.  What they have done is spelled everything out for the associates and the customers so there aren't any questions about what the experience should be like.  Ultimately, it's marketing.  The products Apple has on the market aren't truly unique, but their marketing is.  They have figured out how to create the ultimate buying experience for the customer and have maximized that as a core competency.