Confidential Manuals Reveal Apple Store Secrets

The WSJ uses confidential training manuals, a recording of a store meeting and interviews with more than a dozen current and former employees to reveal some Apple Store secrets in an article published today.

Here are some highlights:
● More people visit Apple's 326 per quarter than the 60 million who visited Walt Disney Co.'s four biggest theme parks last year
● Apple's annual retail sales per square foot is $4,406. With online sales and iTunes it's $5,914.
● Sales associates are taught not to sell, but rather to help customers solve problems. "Your job is to understand all of your customers' needs—some of which they may not even realize they have"
● APPLE acronym outlines "steps of service". "Approach customers with a personalized warm welcome," "Probe politely to understand all the customer's needs," "Present a solution for the customer to take home today," "Listen for and resolve any issues or concerns," and "End with a fond farewell and an invitation to return."
● Apple employees who are six minutes late in their shifts three times in six months may be let go.
● Apple store staffers are paid about $9 to $15 per hour at the sales level, and up to about $30 per hour as Geniuses

Much more at the link below...


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