Right now in Canada a 13-inch MacBook Pro laptop is $1,229. A third-generation 32GB iPad is $619. Buying it at the Apple Store? It’s $619. Buying it at Future Shop? $619. Best Buy? $619. Online through Apple website? $619. There is no haggling.
(Yes there are some minor exceptions to the above, under certain circumstances, but in general the above holds true.)
This is something that has always fascinated me. In some ways it’s a statement by Apple. If you want to purchase an Apple product – this is the price.
This is a pretty cocky statement by Apple. It speaks to the confidence that the company displays in its products. Especially considering its products tend to be the highest of price points, amongst its competitors.
It’s almost as if the adage “you get what you pay for” is the company motto.
As reported by SmartMoney, it is this approach that has Apple being the envy of other retailers. Industry experts say Best Buy is remaking its “Geek Squad” in Apple’s image, and General Motors is implementing “no-haggle prices” on some of its models.
These are just two examples.
Why? Simple. In-store employees are then “free” to focus on customer service, over sales. There is no price match. There is no haggling. The price is what it is. Want to know more about the product? Absolutely no problem. Apple Store product specialists are there to help.
New employees are taught the A.P.P.L.E. acronym, according to Carmine Gallo, author of “The Apple Experience”.
A = Approach in a warm manner.
P = Probe politely.
P = Present customers with a solution that may or may not involve a sale.
L = Listen carefully.
E = End with an invitation to return.
Sound simple? It is. And history has shown it works. Using this approach serves to offer the best customer service possible.
In fact, you will not see the term “Salesperson” in a Apple Store. Instead, you will be greeted and helped by an Apple “Specialist” or “Genius”.
In this regard, Apple has revolutionized retail sales, by being different than their competitors.
But too much of a good thing is not good. If everyone else adopts (i.e. copies,) Apple’s strategy, where does that leave them? Only time will tell.
Personally, I love this approach. Just tell me what the price is up front. Then I’ll do the research myself to see if it is justified. If so, I’ll buy it. If not, I won’t.
What do you think of Apple’s approach?