On 26/11/07 7:49 PM, "Kontra" <[EMAIL PROTECTED]> 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 youÂ" 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.
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