[IxDA Discuss] "Author interview: 'Punching In' at the Apple Store"

[Eric Scheid]

On 26/11/07 7:49 PM, "Kontra" <counternotions at gmail.com> wrote:

> Kontra:   I noticed that you underlined the "permission" aspect of
> engaging the customer into revealing their intent, as the salespeople
> used the "Would it be alright if I ask youŠ" phrase quite a bit. Was
> that specifically taught during training?
> 
> Frankel:   Yes, the notion of asking customers for their permission to
> ask them more questions is a critical part of the Apple Store employee
> approach and taught throughout Apple Store training...

UCD people shouldn't get too excited though .. this is a variation of the
old school asking "yes" questions sales closing technique -- he who asks the
questions retains control of the dialog, and there is power in getting a
customer to practice saying "yes" (and imagining owning the thing)..

customer: can I get free delivery?

    sales fool: we can do free delivery
    customer: hmm.. ok. I have another question/objection/etc...

    sales dude: would you like free delivery?
    customer: uh .. yes, of course.

customer: I was hoping to find X under $100?

    sales fool: we can discount X to $100.
    customer: hmm.. ok. I have another question/objection/etc...
    
    sales dude: would you like X discounted to $100?
    customer: uh .. yes, of course.

After a series of "yes" responses not only is the customer thinking "yes,
yes, yes!", but they have also painted themselves into a corner. Kinda hard
to answer "no" to "and will that be cash or credit sir?" after committing to
free delivery, a discount, a choice of colour, this option, that option,
etc.

e.