Omni Channel Retail and

Sales Management
Apple’s Genius’ Sales Training
Manual
Department: Fashion Management Studies

Semester: 02

Submitted To: Dr. Krithika GK

Submitted By:
Abirami (MFM/19/N292)
Anjali Phansal (MFM/19/690)
Jasleen Kour (MFM/19/20)
Mukund Verma (MFM/19/456)
Reetika Gupta (MFM/19/84)
Swarnima Mathur (MFM/19/78)

Batch: 2019 – 21

NIFT Bengaluru
APPLE’S GENIUS’
SALES TRAINING
MANUAL

PREPARED BY

APPLE INC.

www.apple.com
apple@mail.com
 DECLARATION
We the undersigned solemnly declare that the report entitled “Develop, Deliver and
Reinforce a Sales Training Program - for a Retail Store / Organisation” is based on our
own work carried out during the course of our study towards partial fulfilment of
the subject OMNI CHANNEL RETAILING AND SALES MANAGEMENT
under the supervision of Dr. KRITHIKA G K.
We assert that the statements made and conclusions drawn are an outcome of the
project work. We further declare that the work reported in this report will not be
submitted, either in part or in full, for the award of any other
degree/diploma/certificate in this institute or any other institute or University.

Abirami Anjali Phansal

MFM/19/N292 MFM/19/690

Jasleen Kour Mukund Verma

MFM/19/20 MFM/18/456

Reetika Gupta Swarnima Mathur

MFM/19/84 MFM/19/78
 CERTIFICATE
This to certify that report entitled “Develop, Deliver and Reinforce a Sales Training Program
- for a Retail Store / Organisation” was carried out by Ms. Abirami, Ms.Anjali Phansal, Ms.
Jasleen Kour, Mr. Mukund Verma, Ms. Reetika Gupta and Ms. Swarnima Mathur, 1st Year
students of Semester-II, Masters of Fashion Management (MFM), National Institute of Fashion
Technology, Bengaluru under the guidance and supervision of Dr. Krithika G K for the
fulfilment of the requirements for the subject of Omnichannel Retailing and Sales
Management.

_______________________
Dr. KRITHIKA G K
Associate Professor and Center Coordinator
Department of Fashion Management Studies (FMS)
National Institute of Fashion Technology (NIFT), Bengaluru
 ACKNOWLEDGEMENT
Omnichannel Retailing and Sales Management has helped us in developing a better
understanding about the process of Sales training Program with respect to every aspect in detail.
We have hugely benefitted from the subject, wherein we have understood the practicality and
the benefits that one would have after studying the subject.
We would like to express our special thanks and gratitude to our teacher Dr.Krithika G K for
her able guidance and constant supervision as well as for providing necessary information and
support in completing our project.
We would also like to extend our gratitude to our Director, Susan Thomas for all the
opportunities we have been receiving on the campus, which in turn facilitates the smooth
functioning of our assignments and tasks.
Our thanks and appreciations also go to the people who are directly and indirectly helped us
out in developing the assignment.
 Table of Contents
1. Introduction
1.1 About the Brand 1
1.2 Size and Scale of Operations 1
1.3 Range of Merchandise Offered 1
1.4 Current Retail Strategy 1
1.5 Segmentation and Targeting 2

2. Sales Manual
I. Training Programme for Geniuses
• Current Retail Strategy 3
• Duration of the Programme 3
• Mentorship Programme 3
• Compensation and Benefits 3
• Other Benefits 3
II. Product offerings
• iPhone 4
• iPad 5
• Mac 6
• iPod 6
• Airpods 7
III. Welcome Geniuses!
• Apple’sCredos 8
• 6-step ‘We Care’ 8
• APPLE Acronym 9
IV. Retail Strategy 101
• Power of Building Relationships 9
• Consultative Selling 9
V. How to Sell an Experience
• Approach 10
• Probe 11
• Present 12
• Listen 13
• End 14
VI. Psychology 101
 • Types of Customers 14
• Importance of Empathizing 16
• Body Language 16
VII. Objection Handling 17
VIII. Systems and Process Training 18
• Technology 19
• Radio Runner 19
• Payment Through Easy Pay 19
• Payments Through Cash 20
• Other Practices to Follow 20
3. Learning Outcomes and Conclusions 21
4. Bibliography
 INTRODUCTION

1.1 About the Brand “Apple Inc.”

Apple Inc. is an American multinational corporation that designs and manufactures consumer
electronics and computer software products. The company's best-known hardware products
include Macintosh computers, the iPod and the iPhone. Apple software includes the Mac OS
X operating system, the iTunes media browser, the iLife suite of multimedia and creativity
software, the iWork suite of productivity software, Final Cut Studio, a suite of professional
audio and film-industry software products, and Logic Studio, a suite of audio tools.
1.2 Size and scale of Operations
Apple was ranked No. 4 on the 2018 Fortune 500 rankings of the largest United States
corporations by total revenue of 265,595 mill USD with total employees of 132,000 around the
world.
In 2016 and 2017 Apple sold 211,884,000 (211.88 million Iphones) and 216,756,000 (216.75
million iPhone) respectively. In the fourth quarter of 2018 alone, Apple sold 46.89 million
iPhones worldwide, a figure which slightly outpaced its sales from the corresponding quarter
of 2017. In entire 2018, 217.72 million iPhones were shipped worldwide. Apple typically
releases at least one new version of its iPhone each year, a strategy which has helped the
company consistently pull in quarterly sales figures in the tens of millions.
In 2016, 2017 and 2018, Apple sold 45,590,000 (45.59 million iPad), 43,753,000 (43.75
million iPad) and 43,535,000 iPad respectively.
In 2016 and 2017, Apple sold 18,484,000 (18.48 million Macs) and 19,251,000 (19.25 million
Macs) respectively.
1.3 Range of Merchandise offered and Retail Mix of Apple Inc.
Apple sells and delivers digital content and applications through the iTunes Store, App Store,
Mac App Store, television APP Store, iBooks Store and Apple Music (collectively Internet
Services). Apple sell products through retail stores, online stores and direct sales force through
third-party cellular network carriers, wholesalers, retailers and value-added resellers. Apple
also sells a range of third-party Apple compatible products, including application software and
accessories through its retail and online stores. Apple sells to consumers, small and mid-sized
businesses and education, enterprise and government customers. Apple has more than 500
Apple retail stores in the US and some two dozen countries. Australia, China, Canada, and the
UK are among the company’s largest retail store markets outside the US. Apple is expected to
open their first retail store in India by 2021.
1.4 Current Retail Strategy
Apple has a simple strategy – Sell Solutions, not Products! Apple trains its employees to build
relationships, to empathise, so that once they are through with the sales process, they have a
loyal and repeated customer in their hands. They teach them this on the basis of their acronym
APPLE – Approach, Probe, Present, Listen, End. The inspiration of this is through a hotel chain
called The Ritz-Carlton. Apple has a sales training programme which is highly confidential
and quite extensive. From how to sell, to how to study the body language, to appropriate words
to be used, objection handling etc is all taken care of. Their entire idea is to empower their
employees so that they can go the extra mile for their customers.

1
 1.5 Segmentation and Targeting of Apple Inc.
Apple target segment
Devices: iPhone, Services: iTunes Operating Accessories: Apple
iPad, Mac, iPod and the iTunes system & TV, Apple Watch
Type of segmentation Segmentation Store, Mac App software: iOS, and related
criteria Store, iCloud, OSX, iLife, accessories
Apple Pay, iWork
Region US and US and US and US and
Geographic international international international international
Density Urban Urban Urban Urban

Age 20 – 45 18 – 30 20 – 35 20 – 45
Demographic
Income High earners High earners High earners High earners

Occupation Professionals, Students Professionals, Professionals,

managers and Professionals, managers and managers
executives managers executives
Behavioural Degree of ‘Hard core loyals’ ‘Hard core loyals’ ‘Hard core ‘Hard core loyals’
loyalty ‘Switchers’ ‘Switchers’ loyals’ ‘Switchers’
‘Switchers’

Benefits sought Sense of Speed of service Efficiency Recreation

achievement and Efficiency Speed of Self-expression
belonging service
Self-expression
Speed of service,
advanced features
and capabilities

User status Non-users, Users Users Non-users, potential

potential users Non-users, Non-users, users
potential users potential users

Psychographic Social class Middle and upper Middle and upper Middle and Upper class
classes classes upper classes

2
 Sales Manual
I. Training Programme for Geniuses
Current Retail Strategy - Every Apple employee who has been hired for the post of salesman
for the Apple Store has to attend 4 weeks of rigorous training. Here we will take you Apple’s
Credos, our values and beliefs and will teach you the art of selling – Apple Style! From now
on, you will be called Geniuses and not salesmen. Geniuses who will be helping us in providing
solutions to our customers.
Our retail strategy is simple – We sell Solutions! We don’t sell mobile phones, or laptops or
any other products. We provide solutions to make our customers’ lives easy. We go by the
simple adage of ‘keeping the customer happy’. We provide the best of experience to our
customers. Experience they can’t get anywhere else.
In this programme we will teach you how to sell, how to build relationships, how to empathise
and read into gestures and body languages. How to make our customers into our brand
ambassadors. So, tighten your seat belts and let’s get ready for a ride! However, before starting
the programme, let’s look at the basics -
Duration of the Programme – 4 weeks
Agenda – Training of geniuses before hitting the Town Square
Topics to be covered – i) Product Offerings, ii) Apple Credos, iii) 6 Step “We Care” Rule,
iv) Apple Acronym v) Retail Strategy – Power of building relationships vi) 6Cs of Sales vii)
How to sell an Experience vii) Psychology 101 – Types of Customers, Importance of
Empathizing, Body Language ix) Objection Handling, x) System Processes

Mentorship Programme – Once the training period of 4 weeks is over, the geniuses will be
eligible for the on-the-job training under a mentor (Specialists) for another 2 months. Geniuses
can only sell/pitch the customers under their specialists. After 2 months of the mentorship,
there will be a mandatory evaluation. Evaluation will determine whether the training period of
the Genius should be extended or not.
Compensation and Benefits Program
Fixed pay – As applicable
Variable pay/Incentives – Depends on the total value of sales done by the Genius in a month
Sale Value > 10,00,000 10% of their total sales value for the month
Sale Value > 15,00,000 15% of their total sales value for the month
Sale Value > 20,00,000 18% of their total sales value for the month
Sale Value > 25,00,000 20% of their total sales value for the month

Other Benefits -
§ Health and life insurance § Financial education seminars
§ Flexible Spending Accounts (for § Tuition assistance
health care and dependent day care) § Paid vacations and holidays
§ Short- and long-term disability § Product discounts
coverage § Personal and family counselling
§ Long-term care insurance § Wellness programs
§ 401(k) Plan with company match § Onsite fitness centre

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 II. Product Offering – Solutions in the form of products
Before starting with the sales training let’s look at the products and get well versed with its
specifications and features.
Below are the list of products or solutions that we offer our customers.
Product Offerings
• iPhone • iTunes
• iPad • Mac App Store
• Mac • iCloud
• iPod • Other Application Software
• Airpods

Every Genius should be well verse with the features and specifications of the products.
Following are the features and specifications every genius should know before hitting the floor:
1. iPhone
iPhone combines a mobile phone, an iPod and an Internet communications device in a single
handheld product. Based on the Company's Multi-Touch user interface, iPhone features
desktop-class email, Web browsing, searching and maps and is compatible with both Mac and
Windows-based computers
NETWORK Technology GSM / HSPA / LTE
BODY Dimensions 143.6 x 70.9 x 7.7 mm (5.65 x 2.79 x 0.30 in)
Weight 174 g (6.14 oz)
Build Front/back glass & stainless-steel frame
SIM Nano-SIM
DISPLAY Type Super AMOLED capacitive touchscreen, 16M
colors
Size 5.8 inches, 84.4 cm2 (~82.9% screen-to-body ratio)
Resolution 1125 x 2436 pixels, 19.5:9 ratio (~458 ppi density)
Multitouch Yes
Protection Scratch-resistant glass
PLATFORM OS iOS 11.1
Chipset Apple A11 Bionic
CPU Hexa-core (2x Monsoon + 4x Mistral)
GPU Apple GPU (three-core graphics)
MEMORY Card slot No
Internal 64/256 GB, 3 GB RAM
CAMERA Primary Dual 12 MP, f/1.8 & f/2.4, phase detection

4
 autofocus, OIS, 2x optical zoom, quad- LED (dual
tone) flash
Video 2160p@24/30/60fps, 1080p@30/60/120/240fps
Secondary 7 MP, f/2.2, 1080p@30fps, 720p@240fps, face
detection, HDR, panorama
Loudspeaker Yes, with stereo speakers
3.5mm jack No

2. iPad
iPad is a multi-purpose mobile device for browsing the Web, reading and sending email,
viewing photos, watching videos, listening to music, playing games, reading e-books and more.
iPad is based on the Company's Multi-Touch technology and allows customers to connect with
their applications and content in a more interactive way.

NETWORK Technology GSM / HSPA / LTE

BODY Dimensions 143.6 x 70.9 x 5.99 mm (5.65 x 2.79 x 0.30 in)
Weight 631 g
Build Front/back glass & stainless-steel frame
SIM Nano-SIM
- IP67 certified - dust and water resistant

DISPLAY Type Liquid retina, 16M colors

Size 12.9 inches (~82.9% screen-to-body ratio)
Resolution 2732 x 2048 pixels, (~264 ppi density)
Multitouch Yes
Protection Scratch-resistant glass
PLATFORM OS iOS 12
Chipset Apple A12x Bionic
CPU Hexa-core (2x Monsoon + 4x Mistral)
GPU Apple GPU (three-core graphics)
MEMORY Card slot No
Internal 64/256/512 GB, 3 GB RAM
Video 4k@30/60fps, 1080p@30/60/fps
Secondary 7 MP, f/2.2, 1080p@30fps, 720p@240fps, face

5
 detection, HDR, panorama
Loudspeaker Yes, with 4 stereo speakers
3.5mm jack No
- Active noise cancellation with dedicated mic.
- Lightning to 3.5 mm headphone jack adapter

Bluetooth 5.0, A2DP, LE

3. Mac
The Company offers a range of personal computing products, including desktop and portable
computers, related devices and peripherals and third-party hardware products. The Company's
desktop computers include iMac, Mac Pro and Mac mini. The Company's portable computers
include MacBook Pro and MacBook Air.

PRICE ₹92,990 MRP ₹1,22,990 MRP

DISPLAY 13.3-inch (diagonal) LED-backlit 13.3-inch (diagonal) LED-backlit display

display with IPS technology with IPS technology

PROCESSOR 1.1GHz dual-core Intel Core i3, 1.1GHz quad-core Intel Core i5, Turbo
Turbo Boost up to 3.2GHz, with Boost up to 3.5GHz, with 6MB L3 cache
4MB L3 cache

STORAGE 256GB PCIe-based SSD 512GB PCIe-based SSD

MEMORY 8GB of 3733MHz LPDDR4X 8GB of 3733MHz LPDDR4X onboard

onboard memory memory

CAMERA 720p FaceTime HD camera 720p FaceTime HD camera

4. iPod
The Company's iPod line of portable digital music and media players includes iPod touch, iPod
nano, iPod shuffle and iPod classic.

CAPACITY 32 GB 128 GB 256 GB

SIZE AND WEIGHT 123.4 mm x 58.6 mm x 6.1 mm 88 grams

(0.24 inches) (2.31 inches) (4.86 inches)

CAMERA • 8-megapixel camera Exposure control
• Panorama (up to 43 megapixels)

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 • Burst mode Autofocus ƒ/2.4 aperture

Video Recording • 1080p HD video recording (30 fps)

• Tap to focus while recording
• Slow-motion video (120 fps)

WIRELESS • 802.11a/b/g/n/ac Wi-Fi

• Bluetooth 4.1 wireless technology

FaceTime HD • 1.2-megapixel photos

• ƒ/2.2 aperture

5. AirPods
AirPods are wireless Bluetooth earbuds. AirPods feature a built-in microphone that filters
out background noise, which allows phone calls and talking to Apple's digital assistant
SENSORS • Dual beam-forming microphones
• Dual optical sensors
• Motion-detecting accelerometer

CHIP
H1 headphone chip

BATTERY • Up to 5 hours of listening time with a single charge2

• Up to 3 hours of talk time with a single charge3

CONNECTIVITY Bluetooth 5.0

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 III. Welcome Geniuses!
Apple believes in enriching people’s lives by providing an experience that always stays with
them. And that cannot happen until our employees feel enriched and empowered. Our
employees are the foot soldiers of our company. It stands on the shoulders of its employees.
Here, we value every employee and treat them as our family. We make sure that they feel
empowered to do whatever is right for the customer and the company. Which also means giving
you freedom to what you think can be an innovative or a better way of working.
However, there’s work and there’s your life’s work. The kind of work that has your fingerprints
all over it. The kind of work you’d never compromise on. That you’d sacrifice a weekend for.
You can do that kind of work at Apple. People don’t come here to play it safe. They come here
to swim at the deep end. They want their work to add up to something. Something big.
Something that couldn’t happen anywhere else. That is the kind of work you all will be doing
here, at Apple. You will be providing solutions to our customers. You will be enriching their
lives with experiences; they cannot get anywhere else. However, to make sure we are always
abiding by the company’s values and beliefs, here is a rundown of our Credos.

Apple’s Credo
Before going any further, let us establish some beliefs that we as Geniuses will stick by –
• Our stores are a happy place to shop, • We cultivate the customer’s
learn, create, and get help relationship
• We encourage open dialogue with our • We deepen and restore relationships
customers • We deliver enriching experiences
• We guide every interaction • We help them discover
• We earn our customer’s trust • We strive to inspire
• We integrate our technology wherever • We identify and address the areas where
possible we need improvement
• We make it easy to learn about our • We share ideas about improving our
products store
• We recommend solutions • We do our best to meet the customer’s
• We create owners and promoters expectations
• We build loyalty • We value each customer problem
• We engage through a purchase • We empathise
• We deal with emotional behavior with • We take personal initiative to make it
compassion right

Our moto is to simply make our customers happy. They should have the time of their lives
when they enter an Apple Store or as we now call them - ‘Town Squares’ as we view our stores
not as just some retail spaces but as places for community gatherings. To make sure our
customers are happy at the end of every visit – we follow a simple 6 step ‘WE CARE’ rule –
1. Warm welcome and personalized greeting
2. Empathize
3. Communicate and connect
4. Address the customer’s concerns, questions and needs, both expressed and unexpressed

8
 5. Resolve and reassure
6. End with a fond farewell
To remember this, we only have to memorise the name of the company – A P P L E
Approach customers with a personalized, warm welcome.
Probe politely to understand the customer’s needs (ask closed and open-ended questions).
Present a solution for the customer to take home today.
Listen for and resolve any issues or concerns.
End with a fond farewell and an invitation to return.

IV. Retail Strategy 101

Power of Building Relationships: Putting Adaptive Selling to Work
Before we go any further, let us understand a concept which will help you sell almost anything
– Relationship Selling.
Think about the last time you went to your favourite restaurant. Was it the same kind of
experience? Did the host greet you by name and seat you at your favourite table? Did the waiter
remember your drink of choice? Was your chicken served with extra onions just liked you
asked for, the last time? Were you delighted with a new sweet dish after dinner? When these
things happen, the people at the restaurant make you feel special; after all you are the reason,
they are there. When you have a relationship like this with the people at the restaurant, you are
more inclined to return to the restaurant again and again and again. If these things don’t happen,
it is easier for you to choose a different restaurant the next time you go out.
At Apple also, we need to create meaningful relationships with the customers. Relationship
building is important for any sale that you want to make, because this will ensure that the sale
is made, and you have a repeated/loyal customer on your hands. People do business with
people, not with companies. If your relationship is strong, there is a higher likelihood of a sale
and a repeat loyal customer. That means you have to get to know your customer on one-to-one
basis to understand what he wants, what he needs, and what resources he has.
Consultative Selling – Ask, Don’t Tell - Selling relationships start as personal relationships.
Making a personal connection is vital in the two to ten minutes of a customer encounter. Think
about the last time you bought a new cell phone. Chances are, if the person didn’t establish
rapport with you from the start, you probably walked away and bought the phone from a
different salesperson, maybe even at a different store. The relationship includes a sincere bond
that goes beyond business and includes common interests and goals. But consultative selling
is more than simply building rapport. In fact, consultative selling goes beyond the product or
service you are selling; it even goes beyond the selling process. It is the “X factor,” the
intangible element that makes a customer choose your product or service even when the
competition is priced lower. Consultative selling is about your personal involvement and
sincere focus on problem solving that goes beyond selling to true partnership with the customer.

9
To build a long-lasting relationship with your customers you can follow the 6Cs of Sales –
a) Confidence – Approach the customer with confidence and a warm smile.
b) Credibility – You want to convince your customer that you are competent, that you
offer valuable solutions, and that you are trustworthy.
c) Contact – You want to build a relationship with your customer. To achieve this, make
sure your approach is personal.
d) Communication – Make sure your communication is crystal clear and the customer
has no doubts.
e) Customization – Tailor your sales approach basis the customer and situation you are
dealing with.
f) Collaboration – Focus on the customer’s needs and wants. Make it a collaboration
between yourself and the customer

V. How to Sell an Experience

Step 1 - Approach customers with a personalized, warm welcome
Approach will accomplish the following key elements necessary in the first few minutes of
their visit.
• Welcoming the customer • Transition to the next step in the process
• Introducing ourselves • Relationship building
• Inquiry on what customer wants to • Putting the customer at ease
accomplish during their visit

a. Time taken to approach the Customer – DO NOT approach the customer the moment he
gets in the town square. Give him the time to look around. Study your customer well. Identify
the body language, the gestures and use them to your advantage in the upcoming stages.
Approach them after 12 seconds of them entering. Be casual but confident.
b. The Greeting – You only get one chance to make a first impression. Use a personsalised
greeting to welcome the customer and put the customer at ease, by using agreeable and friendly
language. Every customer to step in the town square should feel important and looked after.
For e.g. - “Welcome to the Town Square. My name is Swarnima. What can I give you
information on today?” or “Welcome to the Town Square. My name is Swarnima. What can I
help you with today?”
Small talk with the customer can also be a stepping stone for building relationships. Geniuses
can ask their customers following questions –
• Are you enjoying your afternoon? • What are you up to the rest of the
• How’s your day going? day?
• Who are we shopping for today?
However, avoid prying too much.

10
THINGS TO AVOID WHILE GREETING A CUSTOMER

i. Averting Eyes ii. Avoiding customers and Evading

questions
iii. Jokes iv. Rushing/Attacking the customer
v. Distraction vi. Pitch
vii. Traditional Approaches viii. Bad body language
ix. Negativity x. Asking excessive questions

Be prepared for the customer’s response – What might the customer tell you in the first point
of contact –
I am just looking Just killing time
Do you have a.. Not buying today
Just collecting information Thanks, but I don’t need your help

Always handle such objections with utter politeness.

For e.g. Genius – Good Morning, how may I help you today?
Customer – Nothing. Just looking.
Genius – No problem, take as much time as you need. While you are just looking, may I
suggest you check out our newest technology.
We should not pester the customer again and again. Rather, be of help. Another example is
given below:
Genius – Good afternoon, how are you? How may I help you today?
Customer – I am not buying today, just collecting information.
Genius – Not a problem ma’am. Every counter has a small panel in which all the specifications
of the products are displayed. Feel free to check that. Let me know if you need any help. My
name is Mukund.

c. Understand the Customer’s emotions – Understand the customer’s emotions. There are
certain primary emotions people experience when they are entering into a new situation. These
emotions are normal, unthinking and instinctive. Both you and your customer will be
experiencing some of these emotions, at some level, at the point of contact. It is important to
understand what these emotions are and what you need, to do to deal with them. These emotions
are Fear, Anger, Sadness and Happiness.

Step 2 - Probe politely to understand the customer’s needs

Probe politely about the purpose of the customer’s visit, his needs, his wants, the functionality
of the product he is looking for. Again, PROBE, DON’T PRY. Given are some examples –
If he an old user of Apple –
• Are you looking for an upgrade? • How long have you used Apple products?
• What would be your use like? • Do you have anything specific in mind?

If he is a new user of Apple -

Will this be your first time using an apple Any particular reason why you want to shift
product? from xyz brand to Apple?

11
Exercise 1 - Write a script for a sales probe. Assume you are a salesperson for an upscale
jewelry retailer and you are approaching a couple who is looking for an engagement ring. Share
your script during a role-play in class.

While probing it is also important for you to understand the unexpressed needs of the
customers. These needs are not explicitly stated. However, they are as important as the ones
stated, or even more so. (Contd. In the later sections)

Listening is equally important while probing. You should pay attention to what the customer
is saying. Some of the effective listening skills are –

i. Keep eye Contact ii. Make notes

iii. Re-phrase and Repeat iv. Recap what is important to the Customer

Step 3 - Present a solution for the customer to take home today

After establishing the needs of the customer, present him with the appropriate solution. Don’t
sell, rather try and help the customer and win his trust. If you give him the right solution, you
have established yourself as a credible and competent person. You have a repeat and loyal
customer on your hands. Always remember, the golden word is – recommend.
Demonstrations and Presentations
Demonstration and presentation have different meanings. Geniuses should realize that
demonstration is showcasing the product and explaining about it whereas presentation comes
after demonstration which how you talk to the customer and how your communication builds
up a relationship between you and the customer and how you make him content and ultimately
send him to the check point.
Product Demonstrations
Product demonstrations are the most powerful tool of selling. While providing the solution to
the customer, don’t explain rather demonstrate. The customer can see, touch and hear the
device. Follow the example of Steve Jobs. Demo is the key to sealing the deal!
1. Don't Explain. Demonstrate: According to Steve Jobs, demonstration is like story
telling about the product and how that product will make a difference in the customer’s
life. You should not waste time in telling about the product or the company, just let the
customer see for themselves and let them experience the magic.
2. Keep it simple: Demonstration is all about how to use the device, not all the things that
product can do. Don’t be vague and list down all the features and functions. Instead
they should highlight a problem and tell the solution using the device. This way the
main feature would highlight and the person would remember the specification.
3. Rehearse: Always treat demonstrations as a priority. Keep on rehearsing as to how to
do a demonstration. It is more important than a presentation. There is no scope of going
wrong during a demonstration. Hence, rehearse the lines, the knowledge and
communication skills.

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 4. Have a backup plan: Never give a demonstration without thinking about what if the
demo goes wrong. Always, have a backup, keep multiple units of the device with you
in case one unit isn’t working.

Presentation
Key points to remember while presentation
1. Research: Read and research about the devices we offer in the store. Staying up to date
with the new technology and reading the manual regularly would help you in dealing
with different type of people. With information in your arsenal, you would be well
equipped at the time for the sales presentation. Being unprepared will only lead to
failure.
2. Leverage personal stories and case studies: Many times, the customer is hesitant in
buying a product, hence telling him about previous cases or connecting the situation
with real time story would help you in getting the sale done. Personal stories and case
studies can help in selling, they’re sales presentation methods that will allow the you to
build trust, showcase your ability to deliver value and put the customer’s fears at ease
and help in breaking down the barriers to the sale.
3. Don’t Pitch: It is important to keep voice modulation while presenting to the customer.
Focus more on having a conversation with the customer rather than focusing on only
selling. Allow the customer to ask questions and answer in a friendly and kind
manner.
4. Showcase knowledge: Customers these days want information, advice and guidance
from a trusted source. Represent yourself as the expert of technology and the device he
is talking about. Come out as a credible and reliable source of information.

Anticipate Unexpressed needs – Always listen for unresolved issues or concerns. These needs
are not explicitly stated by the customers. However, they can either make or break your sale. If
a PC owner is thinking of making the switch to Mac, the Genius should spend more time talking
about the simplicity of learning a new operating system and provide a description of the One-
to-One program which includes one year of personalized instruction as well as data transfer
between a PC and Mac.

Step 4 - Listen for and resolve any issues or concerns

After presenting the customer with the appropriate solution, listen and address the customer
queries and resolve any issues the customer might be facing. There are 5 strategies that can
help you –
1. Listen and Understand - First, always listen to the customer. They are concerned about an
aspect of our product/service. Let go of the temptation to respond in any quick fashion. Take
the time to listen and truly understand what is driving their concern.
2. Empathize - Once you have listened to their concern immediately empathize with their
position to create a bond between you and the customer so that they know you have heard their
concern and are going to work with them to resolve the issue.

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 3. Offer a Solution - Offer a solution to their problem. In this regard, always focus on what
you can do as opposed to what you cannot. There is always a solution. It may not be exactly
what they are asking for, but if you focus on what you can do versus denying them their
requested remedy you have still offered a solution and often merely having another option is
sufficient to remedy the situation.
4. Execute the Solution - Solve their problem be it with their originally requested resolution
or an alternative you have proposed.
5. Follow-Up - Once you have gone through the first four steps, make sure to follow-up with
them to make sure that they are satisfied with the solution and that you have taken care of their
concern.
Step 5 - End with a fond farewell and an invitation to return
Make sure you end the entire experience at a positive note. Always bid farewell to the customer
with an invitation to return.
For e.g. – If a customer has purchased a new iPhone the genius can bid farewell in the following
way – “Thanks a lot, have a great day ahead! Can’t wait to see the gallery you create” or
“Thank you. Can’t wait to see how you will be using all the wide-angle shots for your videos”.

VI. Psychology 101

1. Types of customers
We have identified different kinds of customers that come to our stores. These customers can
be classified into following – Hesitant, Silent, Disturbing, Niche, Unhappy, Tech-Savvy.
a. Hesitant Customer – Hesitant customers are the ones which are not very confident in
nature and second guess their decisions often. Their body language is tensed and their
common gestures are clearing throat, fidgeting, swaying etc.
For.e.g - A customer is looking at a device that he likes but isn’t taking it to the checkout
as he is hesitant to committing to the purchase price listed.

ü As a genius, you need to be aware of inexpensive alternatives that you can provide the
customer, which could convert a hesitant customer into a paying one. Follow Three Fs
rule: Feel, Felt, and Found to ease the hesitancy. This will show the customers that the
you are empathetic. Example - “I can see how you'd feel this way. I felt the price was a
little high too, but I found it's a real value because of all the built-in software and
capabilities.”

b. The Silent Customer – These are the customers that generally refuse your help, either
because they are intimidated or because they don’t want to engage.
For e.g. - A customer looks at all the devises the store has and does not want the help of
any staff member. After around twenty minutes the customer finally takes a devise which
is according to her budget to the check point.

ü You should be aware of three things here. First, make sure that the customer is approached
timely. Second, politely probe every customer if there is anything that you can help them

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 with, both during the browsing process and at checkout. Lastly, ask all customers, before
they leave the store, if they found everything they were looking for and if there is anything
else, you can do to help them.

c. The Distrusting Customer – These are the customers which despise the sales staff and
think they will not be sold the appropriate product if they ask for your help.
For e.g. - A customer shows interest in premium products but thinks that the staff member
would sell the most expensive product primarily for the company’s benefit. It also seems
that the customer has no technical knowledge and do need the staff members help.

ü Always keep in mind Apple’s policy of making every customer happy and satisfied. The
customer should stay content even if he is not buying anything. So, in this case, frankness
and honesty is the best way to gain the trust. Understand that an unhappy customer is far
more damaging to their reputation than a missed sale. Customers like these should be told
useful information about the products they are considering, while reminding them that
the decision remains in their hands and that nothing is being forced on them.

d. The Niche Customer/Tech Savvy Customer – These are the customers which know what
they want. They are aware about all the latest technologies available, the specifications of
the products and the know-hows of a good negotiation.
For e.g. - A customer comes into the store and walks straight to a sales representative.
They are interested in the best IOS smartphone compatible with the open-source Darwin
OS alternative operating system. It turns out they are a software developer and place a high
value on the ability to modify their own computing devices.

ü Always be ready for an edgy type of a customer. Meet your customer’s demands at any
level. Be ready with the new technologies and old technologies. Handle any questions
about them, even from the most technically-savvy customer. Don’t try to over smart the
customer. Be humble and make the sale. These types of customers are the easiest to convert,
simply because they are well verse the with technology and the brand name.
e. The Dissatisfied/Unhappy Customer – These are the customers which lose their patience
the moment there is one problem. They blame the salespeople and the company for
everything and are likely to create chaos in the store if not handled immediately.
For e.g. – A customer in the store wants a replacement for his newly purchase iPad because
he spilled soda on it. However, due to an issue in the supply chain, the store doesn’t have
a replacement of that model. The customer is agitated and refuses to leave the store until
he gets a replacement.

ü Firstly, do not apologize for the technology or the business. Instead, express regret that the
person is expressing emotions. A little mind roundabout: "I'm sorry you're feeling
frustrated," or "too bad about your soda-spill accident". Stay informed about all the tools
available to address customer complaints about the product purchased. Stay up-to-date
about, for example, any available warranties or protection plans available to customers.
Perhaps your sales leader is authorized to provide discounts or coupon offers to placate a
particularly unhappy customer; if so, familiarize yourself with those options.
Dos and Don’ts while coming across an unhappy customer:
• Never say CRASH, say did it ‘stop working?’
• Never say BUG, say there is an ‘issue’, ‘condition’ or ‘situation’

15
 • Never say ELIMINATE the problem, say ‘reduce’ the problem
• Never say DISASTER for a problem, say ‘error’
f. The Competitor Savvy Customer – These customers which formerly might be using a
differe different brand of products and want to know how our products are different and unique.

For e.g. - After helping a customer with his questions, he asks you: “Thank you for all your help, but why
should I buy this product from your business? Why are you better than your competition?”
ü Approach this line of conversation with caution. Stay updated with what our
competitors are selling. Tell the customers the unique selling propositions of
Apple. Use an efficient way of communication with the customer. Complement
the customer on their product choice, this relaxes the tone of the conversation while
also establishes your business as authoritative. Then, show them how the product
aligns with Apple’s value proposition. If they’re still not convinced, talk about how
the features of this product match their needs, further cementing Apple as a
knowledgeable force in the industry. If after all that they remain reluctant, you still
have a potential lead on a sale, you can continue to connect with them, such as
through an offer to demonstrate the product, or by offering a pamphlet with detailed
information about its features.

2. Importance of Empathizing: Emotions rule over logic. Purchasing decisions are frequently based
upon the satisfaction of emotional needs and desires rather than for logical reasons. Understanding
and stepping into the customers shoes or empathizing with them is the specialty of Apple employees.
If you don’t come across as empathetic, you’ll come across as insincere. Be honest and if ever in
doubt follow the 3 Fs: Feel, Felt, Found. This works especially well when the customer is mistaken
or has bad information.
For e.g. - Customer: I want an iPad, but I need a mouse, I can’t deal with touching pad
Genius: I may know how you feel. I am a mouse fan and felt as if I’d never get use to the touching
pad but now, I found it becomes very convenient with little practice.

3. Body Language: Body language of the customer can tell you a huge deal, only if you can
decipher it. Everybody has ‘pet gestures’ that they do while they are feeling certain emotions.
Some are listed below –
Positive Gestures Negative Gestures

Cooperation Frustration
• Sitting on edge of a chair • “Tsk”
• Hand on the chin gesture • Tightly Clenched Hands
• Unbuttoned coat • Kicking at the ground or imaginary
object
• Palm to the back of the neck
• Pointing index figure
Acceptance Boredom
• Nodding and smiling
• Drumming on the table
• Moving closer
• Blank starring
• Thumbs up
• Head in hand
Evaluation Suspicion and Secretiveness

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 • Hand to cheek gesture • Sideways glance
• Head tilted • Rubbing eyes
• Stroking chin • Rubbing nose
• Gestures with glasses • Feet or body pointing towards door
• Pacing
f the body language is read correctly, you can seal the deal within seconds. With some presence
of mind and observation of gestures, every genius can approach the customer appropriately.

VII. Objection Handling

Every customer has some objections or hesitations before buying the product. Objections like
“It's too expensive” or “I can get a cheaper version somewhere else” or “It's just not
important right now” etc. How you approach the objection handling is often the difference
between gaining a new customer and losing an opportunity.
Ways to overcome Objection Handling
• Listen fully to the objection: First and foremost, listen actively to what the customer is
saying. Let him complete and let him ponder as to what he wants to speaks. Don’t be in a
rush to respond immediately. This will help you understand your customer better and will
make the customer feel wanted and satisfied.
• Ask questions, restate or clarify the objection: Don’t anticipate anything. Ask for
clarifications by asking them further questions and get a detailed understanding about their
objection. The best way to get to the core of the objection is by asking mirroring questions
like “the price is too high?” this triggers the customer to elaborate their concern.
• Validate before objection handling: The customer should feel that he is not being judged
rather he is being understood. Continue building trust by empathizing with the customer,
and validating their point of view. By validating the customer feels confident and hence
feels like sharing his concern to a genuine person. Validate by saying “this is a very valid
concern Jasleen, it seems you are pretty torn on what to do here”
• Get permission to address the objection: Ask the customer for permission before giving
any suggestion. The aim is to make them receptive to a different way of thinking. Don’t
make the customer feel as if you are lecturing them.
• Leverage social proof: Depending on the nature of the customers concern, sharing the story
of another customer who had similar reservations and went on to see success with your
product can be a successful approach.
• Propose your resolution to overcome the objection: Simply describe exactly how you are
going to remove the barrier for the prospect. Address the objections and concerns after
you’ve uncovered and understood them. Discuss the most important one first and, if
possible, work to resolve the issue immediately. If it’s an objection you need to look into,
let them know the next steps you need to take and when you will get back to them. Don’t
let any objection linger longer than necessary and don’t leave any objection untouched or
unaddressed.
• Ask whether your answer or proposed solution will satisfy the objection: Ask the
customer if they’re satisfied with the resolution, don’t just assume they are. Don't always
take an immediate “yes” for an answer. Many customers will accept the solution in the
moment, but once you are out of sight, the objection still remains.

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Exercise 2 - Role play to Enhance Objection Handling: ‘Bridging the GAP’
This is an activity where all the sales geniuses are present. It helps the geniuses to rattle with
their minds, be spontaneous and also allows others to listen to their peer’s ideas and get
comfortable with objection handling.
Here’s how it works:
1. Begin by calling out a genius, then providing a common objection heard mostly from
the customers.
2. The genius has 5 seconds to respond, and do so in a way that will allow the
conversation to progress positively, or they are voted off from the ‘Bridging the GAP’
exercise.
3. If the genius is successful, then he calls out a person of his choice and repeats the
process.
The objections are given by the senior sales employee or sales leader and each time the
objection has to be unique and different. The sales leader has the responsibility of
checking time, response quality and originality in the response.
For example:
The objection given is: "I can get a cheaper version of your product somewhere else."
Here, you have to know about the competitors of Apple and how efficiently can they
differentiate their products without harming the reputation of the others brands. Since your
main aim is to satisfy the needs of the customers and make them happy, you have to give a
response that caters to both the needs.
Take advantage of the comparison. What are the points of differentiation that provide the
customer the most value? Play them up and emphasize overall worth, not cost. Find out why
they believe your competitor is beneficial, and identify weak spots where your product could
do better.

VIII. Systems and Processes Training

Geniuses have to follow certain processes and systems in the retail store. These are mandatory
rules and the livelihood and proper functioning of the store depends on these. Here, are the
processes and system the employees can never forget.
1) The Daily Download: It is a 15-minute informational meeting which occurs every day
after the store opening. The manager or expert will tell the whole team about the store
updates and the daily store goals. It is a type of huddle meeting where the team
discusses the tasks before them for the day and any news about the company sales
promotions, changes in policies, new officials.
2) The Reward System: Every month all employees vote for "living the Credo Award”.
Store leader also considers positive customer feedback while choosing the winner.
3) Quarterly Meeting: The meeting consists of store updates, recognition awards,
keynote presentations and games. This happens on quarterly basis or on three months
basis and the viewpoints of every employee is considered.
4) Feedback: Steve Jobs said “Create a culture where people have strong opinions and
are encouraged to speak up”. A fearless feedback is described as an open dialogue
every day. It is basically telling somebody that they are wrong! A fearless feedback
could be provided by the manager or by the fellow genius to another employee with
regard to their behaviour with the customer. From this exercise, Apple wants to create

18
 an atmosphere where people feel respected for speaking up, and where they are
encouraged to stand by what they say. The genius should understand that if they
express their opinions, they won’t be reprimanded, torn down, or become victims of
retaliation

For example:
A: "Hi, fellow Genius. I overheard your conversation with your customer during the last
interaction and I have some feedback if you have a moment. Is this a good time?"
B: "Yes, this is a good time."
A: "You did a great job resolving the customer's iPhone issue. I was concerned with how
quickly you spoke to the customer. It seemed like you were rushing through the interaction,
and the customer had additional questions."
Few minutes later:
A: "Thanks for listening to the feedback. In the future, please make sure to signal me if you
need help rather than work too quickly with a customer.

B: "Thanks for giving it!"

TECHNOLOGY: Apple has created a technology called Concierge which manages

customers appointment. The application manages and tracks employee availability and
location. It works just like a GPS. The app shows a map and shows which employee is engaged
with the customer and who is free. The geniuses should know when to and how to work with
this app.

● If the customer has an appointment and comes into the store, then the genius has to
mark a check in for the customer and enter a generic description of the customer into
the app.
● If the customer wants to purchase a product, the genius has to put the customer in
iQueue in the app i.e. the Queue (Waiting List). Then he has to input the customer
information and what product they are looking for. After this if any Specialist is
available, he would see the information in the application and help the customer.

RADIO AND RUNNER: Apple has tried to make working of the employees simple by
developing applications through which better efficiency of work can be maintained. Apple
understands that mutual communication between the employees in necessary so they have
provided each employee with a radio system. The genius should remember to carry the radio
system all time and keep them ‘on’ at all times.
● The radio system enables the employees to communicate via in-ear walkie-talkies.
● The geniuses are required to wear their radio devices in order to communicate with the
management and back of house operations for any assistance or for replenishment of
the device.

19
PAYMENTS THROUGH EASYPAY: All Retail

● You will check out customers on the sales floor with a mobile point-of-sale tool called
EasyPay, attached to iOS devices.
● The easypay is an ipod touch equipped with a rechargeable battery packed inside.
● A magstripe card swiper is on the backside of the device and a barcode scanner is
installed on the topside of the device.
● The scanner can read price tags and make returns by scanning the receipt barcode.
● The easypay can look up customer information with either the customers email or by
swiping their credit-card.
● To complete the transactions, customers will sign the easypay screen with their
fingertip and have the option to have the sales receipt emailed to them.

PAYMENTS THROUGH CASH: If a customer is paying by cash, you can walk the customer
over to the display table, with a built-in register to complete the sale.
OTHER PRACTICES TO FOLLOW
● The genius has to follow the uniform code while working in the store. The employees
HAVE to wear BLUE T SHIRT and black pants or jeans. The dress code would make
the genius easily identifiable and readily approachable by the customer.
● Encourage customers to schedule their own workshops or Genius Bar reservations
within the store or over the web
● Follow the culture of clapping -- to delight the customers as well as for the team
members(on special occasions ).For example: When a new product is launched and is
in the store then the first lot of people entering the store are greeted with the custom of
clapping. This just motivates and creates a culture of jubilation in the store.
● The employees and geniuses of Apple should go out of their way to create satisfaction
and contentment for their customers. For example: One manager in Utah reopened a
store so a 10-year-old girl could buy an iPod with a jar of coins she had saved for a year
- then asked the other employees to cheer as she left.
● The work of genius is peer-vetted which means that they have to present thier work to
the team and take feedback
● Take as much time as needed in helping each customer get comfortable with their new
device.
● You might have to do more than necessary to surprise and delight customers. For
example: When a new product is launched, managers go out of their way to keep those
waiting for days in front of the Apple Store as comfortable as possible, often passing
out bottled water or providing access to the store’s bathrooms.
● Apple stores are pet friendly store. The genius have to put steel containers outside the
store for the pets to drink water from.

20
 Learning Outcomes and Conclusions
1. Training employees is the key for business – It has become important for the
businesses to make sure that they train their employees on timely basis so that they can
provide their customers with an outstanding experience.

2. Apple’s Current Retail Strategy – Apple’s current retail strategy is quite simple –
Sell Solutions, not Products! They train their employees to only sell solutions. They
encourage them to build relationships and to empathise with customers wherever
possible. They follow a 5-step rule of Approach, Probe, Present, Listen, End.

3. Gaps – The biggest gap in their retail strategy is Employee Motivation. Apple is a
company everybody wants to work for, due to its brand name and value. However,
many employees are dissatisfied with their pay and want a better compensation system.
Apple doesn’t provide incentives to its employees so that there is harmony between the
team and no inequality. In our manual, we have tried to fill this gap by providing the
employees with certain incentives basis their sales value.

4. Selling is an art – Selling is not just about making a pitch, hounding customers and
selling products anymore. It is about relationship building, providing solutions and
making sure that by the end of the process, you have loyal and repeated customer at
hand.

5. Demonstration can make or break the deal - Demonstration of the product or the
solution is very important. It gives a clearer idea to the customer of what he is getting
into and how the said solution can make their lives easier.

6. Human Psychology 101 - Gestures, body language can be a way to decipher the traits
and moods of the customers and act accordingly.

7. Objection Handling – Sales employees should always handle the objects carefully and
politely. Answering questions is important and patience is the key.
Training your employees is the key to run the business. The focus of selling should always be
more towards building relationships as it leads to a better rapport and loyal/repeated customers.
This can happen with empathising. Apple has a tremendous sales training programme for their
employees where they take care of everything. From how to sell, to how to ask questions, to
how to go an extra mile for providing the best experience to the customers.

21
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