Gizmodo: A look at the Apple’s Secret Employee Training Manual

[gunug]

Why the Apple Genius is more worried about what you're feeling than about what's broken about your Apple product:

QUOTE

The point of this bootcamp is to fill you up with Genius Actions and Characteristics, listed conveniently on a "What" and "How" list on page seven of the manual. What does a Genius do? Educates. How? "Gracefully." He also "Takes Ownership" "Empathetically," "Recommends" "Persuasively," and "Gets to 'Yes'" "Respectfully." The basic idea here, despite all the verbiage, is simple: Become strong while appearing compassionate; persuade while seeming passive, and empathize your way to a sale.

No need to mince words: This is psychological training. There's no doubt the typical trip to the Apple store is on another echelon compared to big box retail torture; Apple's staff is bar none the most helpful and knowledgable of any large retail operation. A fundamental part of their job—sans sales quotas of any kind—is simply to make you happy. But you're not at a spa. You're at a store, where things are bought and sold. Your happiness is just a means to the cash register, and the manual reminds trainees of that: "Everyone in the Apple Store is in the business of selling." Period.

http://gizmodo.com/5938323/how-to-be-a-gen...training-manual

[Xairbusdriver]

Anyone who has ever been a salesman already has seen this kind of training. Apparently, Apple is one of the few to apply it to retailing. I suspect a study of Nordstrom's would reveal similar training aids. It's standard salesmanship. Period. I think most people never recognize when they are being sold something. And I know of people who simply "go shopping" and wonder why they don't have any money at the end of the month...

[RHPConsult]

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Why the Apple Genius is more worried about what you're feeling than about what's broken about your Apple product:

I find that offensive. Over the years, I have discovered that the vast majority of my visits to Genius/AppleCare have been handled by friendly, knowledgeable people very interested in "what's broken". The exceptions are too few to mention and have been forgotten. Comparisons to other corporations put Apple absolutely at the top of the heap

To suggest that effective (superior) interpersonal training is somehow used to distract from "advisor" performance shortcomings (or something) is ludicrous. Anyone who has ever called Earthlink, or HP, or stood in line at most USPS offices, can recite the differences from Apple . . .endlessly.

In one of my client corporations several decades ago, the VP of sales was also a woodcarver. On the wall ehind his desk was a large and intricate piece he had beautifully crafted . . . vines, branches, birds, flowers with his favorite aphorism woven throughout: In this World, in this Life, nothing really Happens until someone Sells Something.

[gunug]

QUOTE

And I know of people who simply "go shopping" and wonder why they don't have any money at the end of the month...

I have a wife that once upon a time sold luxury used cars and knows a lot of the tricks; when someone tries to work us over she starts to get a look in her eyes and I know the salesman has his work cut out.  

QUOTE

Why the Apple Genius is more worried about what you're feeling than about what's broken about your Apple product

I'm sorry if you've had a good run of luck in the Genius department and generally I haven't; I've taken to avoiding the KC locations entirely and go to a third party.  The higher level Apple techs that I've met have always been professional and knowledgable.  

The article mentions a previous one that talks about Apple Techs behaving badly; I didn't post about that one because it was full of swear words and such.  I know from experience that if one bad apple will spoil the whole bunch then I'll probably be the one with the worm in my mouth!

[Xairbusdriver]

I think it's wise to remember that most "Geniuses" are rather young and inexperienced, both in age and retailing. It is usually noted, also, that most Apple Stores are crowded and busy. That can often mean 'customer fatigue.' Any training that can help the employee maintain a helpful, courteous manner is absolutely important. But efficiency also requires productivity. There becomes a point at which fixing a problem may be beyond the capabilities of the people involved and Apple doesn't help by making very few easily serviceable boxes. At that point, it may be more efficient to buy a new box than to send the old one off for days or weeks. And that is always a less than joyous moment for the box owner so psychological training becomes even more important!

"Selling" and being "Sold" are two different things. Few of us want to think we have been "sold" something. Many of us come into the 'sales experience' with a positive attitude; we want what we are buying. We always want to think we know what we need and know how to buy it at the best price. The problem is usually that the 'seller' has more information, even if only at the price he's willing to settle for, than the 'buyer.' The best solution is when the sale occurs with both parties happy and that goes right back to the psychology training of the seller.

Getting repairs is a completely different animal than buying something. The owner is already in a negative mood; why did this thing break/quit?! Why can't I fix it? Why now? It takes time away from other duties/pleasures. Etc., etc. In this case, the Genius becomes the one who must recognize the problem as fast and as accurately as possible and offer a 'solution' to a disgruntled customer. A much more difficult position and one calling for even more and different types of training.

[gunug]

I admit that being able to do a lot of it myself probably flavors my impressions of these guys, I don't really like the salespeople/geeks at Best Buy and the guys in ties at Microcenter!  I'd rather get in, get what I need, and move on!  I've been to three "real" Apple stores so your mileage may vary.

[RHPConsult]

I'm unimpressed with Gizmodo's cynicism. BestBuy? That's another matter altogether.

To use such broad generalizations as you did, gunug, is what what bothered me.

Gizmodo's writers probably get published more easily by being phlogistic. What I read looks not at all objectionable for the most productive retail operation in the US, maybe anywhere.

Being treated politely and with respect (in most instances) has made Apple a success. The specific techniques listed may seem like brainwashing to Mr. Gizmodo's jaded eye, some of us would call them careful training methods.

[Jack W]

Dick,

I agree with you.

I've always been treated with dignity and respect at the Apple stores in Cleveland and Akron.

And I've always received excellent and competent help.

FWIW,

Jack

[gunug]

Okay, Okay, Okay. . .I just must be the grumpy whatever this time!  I don't retract what I think and can't retract what I said because it's said!

[Xairbusdriver]

HEY! Who said you could usurp my status as the Head Grump at TS?!!

I demand a recount, particularly one that throws out any votes for anyone but ME!!!

I think we just have different concepts of what 'training' is and where and why it's used. I don't think anyone meant to 'jump/dump' or disrespect you. Certainly not at TS! If I cam across that way, it was my mistake and I offer my apologies (Act now and get a second one at no extra charge! Shipping & handling extra, of course.)

As long as the 'sellers' are not making anything on the sale, I have no problem with their attempts! Otherwise, I simply ignore any pressure while looking for facts. Doesn't matter if I'm buying socks or cars, ink pens or printers. I just do as much 'work' before I ever leave the house, assuming I even have to! So far, I've not had any door-to-door salesmen trying to sell me any kind of PC...