Ch. 17 - Personal Selling and Sales Management

Apple heavily invest in sophisticated Apple Store Associates, otherwise known as Apple Specialists.  Apple Specialists are well-trained to help customer and make sales. Apple believe in empowering their Retail employees, meaning one could get his needs met by usually the first employee he sees in the apple store.  Apple store associate are proficient in answering all the question and guide the customer through their product, something we call consultative selling.  Apple Specialist uses non-aggressive approach to make the sale. Instead of forcing the customer to buy their product, they make them comfortable enough with their iProducts and make them fall in love with it.

          Apple also enforces relationship-marketing. One of the biggest strength of Apple is its Brand loyal customers. And Apple would have never been able to achieve it without its exceptional customer service. One of the service Apple offers its customer is a Walk-through session. When someone buys a new iProduct, Apple offers them a free Walk-through session, which helps the customer get more familiar with the product. The Walk-through session can be conducted in any Apple Store or through Video-calling.