The Apple Experience: Secrets to Building Insanely Great Customer Loyalty by Gallo Carmine

Author:Gallo, Carmine [Gallo, Carmine]
Language: eng
Format: mobi, epub
Tags: Business & Economics/customer relations, Business & Economics/industries/computer industry, Business & Economics/marketing/general, Business & Economics/industries/retailing, Business & Economics/management, Business & Economics/leadership
Publisher: McGraw-Hill
Published: 2012-02-29T16:00:00+00:00

How to Lose $70,000 in Five Minutes

Failing to reset clocks could cost you business. Most people hate the experience of buying a car because they feel pressured by commissioned salespeople. Instead of resetting clocks, their clocks get overwound! My close friend Tim and his wife, Denise, had the opposite experience at a car dealership, but equally as frustrating.

Tim and Denise ended up buying a new Mercedes because someone at another dealership, Audi, had not followed the Apple steps of service nor reset their internal clocks. Tim and Denise had no knowledge of the Apple steps of service; all they knew was that their experience at the dealership had been so horrible that they left, went to a competitor, and bought a car that day. But after listening to their story, it was obvious that failing to follow Apple’s five steps, especially the greeting, cost Audi $70,000 in business. Here’s what happened.

My friends had narrowed down their choices for a new car between two brands, Audi and Mercedes. Although they were impressed with the Mercedes, it was a higher price point than the Audi, and having owned an Audi in the past, they appreciated its quality. So they walked into an Audi dealership with a check in hand ready to buy a new car. The receptionist never looked up. They waited for a few minutes clearly in view of the receptionist. The receptionist didn’t make eye contact, didn’t smile, nor even acknowledge their presence. When Tim and Denise finally asked to a see a salesperson, the receptionist said that since they “didn’t have an appointment,” nobody was available at the time. They were told that if they waited, someone “might” be able to help them in forty-five minutes!

Tim and his wife were confused because they had never heard of such a policy at an auto dealer. Perhaps, if the receptionist had offered an explanation, they would have understood. But no explanation was given. They decided to leave, and the receptionist didn’t even say good-bye. Tim and Denise then went directly to the Mercedes dealership down the street where a salesperson, Alan, greeted them with a warm welcome right away. No more than five minutes had elapsed from the moment they walked into the door before they were “sold.” They were so satisfied with the experience that they bought a Mercedes that day, spent more than they would have spent at Audi, and even recommended Alan by name to other friends in the market for a car.

Audi lost a sale because its employee was not trained in the Apple way. Here’s how the conversation would have gone at the Audi dealership with an effectively trained receptionist.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.