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Hi everyone welcome back great to have you on -- live chat too right here's news that -- definitely use a behind the scenes look at the apple model.
Wondering why their business is so successful and maybe you can make yours to take a look at this new book.
It's called the apple experience.
The secrets to building insanely.
Great customer loyalty that's is loyal customers the kind that keep coming back and back for more Carmine Gallo is the author of the book.
Give a lot of experience in communication and it's really your experience he's -- there must be something that apple does first of -- welcome to you thank you bringing us this book about the experience in how we can translated into.
Perhaps our own lives.
Sure everybody wants to be -- great communicated what is it that they do so well and I won't what they do is communication and they do exceptionally well a lot of people look at apple and they see the patented glass staircase of the act on -- the last entrances.
There's so much more.
The just the design of the apple stores that create this magical experience.
And what I found out after researching this for about eight months is that the -- of apple is in its people.
How they are hired.
How they're trained how they're motivated and how they are taught.
To speak to you and I the customers who walk into the store and to create these magical and memorable experiences it really starts front that people.
Not the design.
That's interesting so -- If the product wasn't what it is this.
Do you think they'd still have the success.
You need to have a baseline.
You need to have a good valuable product that brings some meaning the people's lives but Ron Johnson who really started the Apple Store along with Steve Jobs of course.
Ron Johnson said people don't want us to work they don't wanna just buy things they want and experience.
So what they decided to do is to have a vision.
When they first start of the Apple Store 2001.
And Steve Jobs Ron Johnson said what does our vision for the store it's not to sell stuff.
Most retailers sell stuff what are we gonna do differently.
We're going to enrich lives which are the first two words of a Credo car that all employees are encouraged to carry enrich lives but when -- -- -- interest in things start to happen.
You have a non commissioned sales floor.
Which -- -- people are not reprimanded for spending an hour with you even if you don't buy anything that's okay as long as your life is enriched.
-- create programs like one to one.
Which means if you buy a Mac you get these programs there are not as he ran forever got a best friend building those relief is nothing like apple care.
The 1800 apple care and apple care all of those people both -- apple care and on the retail floor.
Are higher for smiles.
They value apple values a magnetic personality which is what they say a magnetic personality more so than proficiency.
They can teach you the rest its personality first which is why you enjoyed that.
Interaction with -- so say you're a young person just graduated from college in the job market is is.
Not so optimistic for you when you get a job not it cool Apple Store.
But you're selling vacuum -- sure how can you translate what they do -- apple into your own success especially if you are commission.
But apple goes through what are called five steps of service and they use the Akron and apple.
And any business and anybody in a career field.
Can learn the -- steps of service the first one is approach people a approach with a personalized warm -- -- probe politely ask questions open and closed ended questions present solutions that people can take home today.
Listen for and resolve any issues and and with a fond farewell that's the apple steps of the service guess they copied that from.
The Ritz Carlton.
Which created those steps twenty years ago.
Apple simply adopted those steps for the retail and -- it.
But if you learn how apple creates these great experiences for people -- will help you in any career and in any business and that's what your book -- Did apple participating.
Book they didn't apple did not participate directly because you know how safe are you about a -- that you gave some secrets away -- I think.
There were no corporate secrets damage to pick in this particular book.
Usually typically based on personal observations of course and also it.
Interviews with former executives executives who had started that apple retail one showman as George Blankenship who now runs -- -- And when I walked into a Tesla Motors dealership I looked around and I said George this place looks like an Apple Store and he said Carmine.
It is an Apple Store or just selling cars and streets and brought instead a computer really works really work as a --
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