Genius: Sales Lessons from Apple’s Employee Training Manual

A page from Apple's training manual
A page from Apple’s training manual

Last week Gizmodo got its hands on an Apple training manual for retail store employees, and they ripped it to shreds. Writer Sam Biddle seems generally freaked out by how specific the manual is, and took issue with the retail giant’s emphasis on catering to customers’ feelings, saying “Sales, it turns out, take a backseat to good vibes—almost the entire volume is dedicated to empathizing, consoling, cheering up, and correcting various Genius Bar confrontations.”

He’s wrong, and Apple’s right: sales is good vibes.

Apple has figured out that customers want to feel good about their purchases, and while that’s partly a consequence of the product itself, it’s also a result of the buying process. When customers have a positive experience at an Apple Store, they come away feeling good about their new computer, Apple as a company, and about themselves. And happy customers are repeat customers.

But what really sets Apple apart in the retail space is making it easy for all their employees to give customers that “good vibes” experience, knowing that that’s what sells. Read More