Grey Area

UPDATED - Re: My Three Complaints About Apple Retail Stores

UPDATE: The author has posted an article talking up the 3 things he DOES like about the Apple Store - worth a read. I tend to agree with him on these points. He's still using the Victoria Gardens store picture too.

Three Things I Like About Apple Retail Stores

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I think it's pretty funny that this blog titled "My Three Complaints About Apple Retail Stores" shows the Victoria Gardens Apple Store as it's article picture. That's where i used to work, FYI. The article has nothing to do with that store specifically, it's just the one store the author chose from the images on the Apple web site I guess.

Here's the article, from freemacblog.com:

My Three Complaints About Apple Retail Stores:

Overall, I enjoy the Apple Store experience. In fact, tomorrow I’ll give the three things I like about Apple Retail Stores. But these are the three things that could use some improvement.

And this certainly isn’t a knock on all Apple Retail employees. I enjoy current friendships with many Apple Retail employees across the country. Whenever I travel, I’m always sure to visit the local Apple store, snap a photo and chat with the workers. I’m up to 24 photos in front of different locations.

To avoid complete negativity, I’ve tried to be helpful with these complaints by offering suggestions.

1) Apple Stores usually have folks that really know their stuff. But, it seems like those who know the least are put on phone answering duty. I can’t tell you how many times I’ve had to call and explain to the person what they should ask for in the inventory room. Take this recent conversation.

“Hi, I’m calling to see if you have any copies of OS X Server. This is for an Intel machine so it’d have to be version 10.4.7.” I informed.

“Sure, we have Tiger here. They are ready for all Macs.”, she answered.

“Great, do you have the ten client license in stock?” I returned.

To which she replied, ” We have the single license and the family pack which can go on three machines.”

“I think you’re talking about the Mac OS X Client version.” I countered, “I’m looking for OS X Server. I’d like the ten client version.”

“Oh, the XServes? We don’t carry those in retail stores. You’ll have to order it online.”

The conversation went on, but you get the point. This is not a one time thing. There’s just so many Mac users out there that love Apple’s products and know them inside and out. I know quite a few that have been trying to work at an Apple store for quite some time. I just don’t understand why the show floors aren’t covered with knowledgeable staff.

2) There seems to be an inability to personalize the message. Just like in number one, there are some folks that do a good job at this. But, the majority of Apple workers are too programmed. They think everyone is a switcher. They assume all customers need the basics taught. It seems it’s a consistent “talking down.” There are too many pre-planned questions and answers. Especially answers.

The most effective way to sell is to:

• First, build a relationship with a customer. Find out their current knowledge state, their needs, and the concerns. This is also the chance to build a frienship and common trust. Instead of asking, “Do you have any questions?” ask them “What brings you in today?” or “Can I show you our best selling products?”


• Second, present them a message personalized for them. Once you know what they’re in for, show them the product or the application that can meet their exact needs.


• Last, Ask if there is anything not clear then ask them if they’d like to purchase. If they say no, find out their concerns.

If the products were presented like that, it’d be much more enjoyable for the customer.

Also, the after sale questions about Applecare and the free printer would be much more effective. The way they are asked now are more of a nuisance than a helpful offer.

Apple Retail, give me 30 minutes with all new Apple employees. It’ll help. I promise.

3) Location is hard for residents. It seems that the majority of Apple Stores are in great retail locations, but they often cater to visitors and tourists. That is certainly the case here in Las Vegas.

Our only location is right on Las Vegas Boulevard. The parking is busy and it’s out of the way for anyone who lives here in Las Vegas.

There is a rumored second location being built at the Town Square mall. This is also on Las Vegas Blvd about 5 miles South of the current Apple Store location.

These are good locations that will always be full of customers. But unbeknownst to most of the country and certainly to Apple Retail Scouts, there are 2 million Las Vegas residents. Of those residents, 1.9 million rarely go down to the Strip at all. There are high scale shopping centers on the West and East end of the valley. It’d be convenient for us not to have to travel to the busy strip each time.

I think this location concern will take care of itself as more and more Apple Stores open up. Once the tourist places are taken care of, perhaps the Apple Stores will make their way out to the common folk.

Conclusion:

Like I wrote earlier. For the most part, the Apple Retail Stores are enjoyable places. I’ll tell you why in my post tomorrow.

Anything that irks you about the Apple Retail Stores?

posted by Evan @ 2:08 PM