Luxury Institute News

July 13, 2012

Did Apple Tame the Salesman?

By Quentin Fottrell
July 12, 2012

Salesmen are going soft. They’re toning down their pitch and ditching the “always be closing” approach. And consumers largely have the Apple Store to thank – or blame.

Industry experts say Apple’s blue-shirted smiling staff is now the envy of other retailers. Best Buy is remaking its “Geek Squad” in Apple’s image, in a pilot program at its Richfield, Minn., location. General Motors plans to institute “no-haggle prices” on some models, which will remove some of the salesman’s role in negotiating a car purchase. “Apple has had a tremendous amount of influence,” says Milton Pedraza, the president of Luxury Institute LLC, a marketing firm.

The floor staff at Apple emphasizes customer service over sales, with new employees taught an APPLE acronym for their “five steps of service,” says Carmine Gallo, a communications coach and author of “The Apple Experience.” (Approach in a warm manner; Probe politely; Present customers with a solution that may not involve a sale; Listen carefully; End with an invitation to return. ) “AT&T retail is closely following these steps,” he says.

Click the link to read the entire article which includes quotes from Milton Pedraza, CEO of Luxury Institute: