The next time you step into an Apple Store, you might find one of its many employees giving you fashion advice in addition to suggestions for your next purchase. That’s one of many changes to the retail experience Apple is rolling out to its stores in preparation for the Apple Watch.
Apple Inc. is reportedly training its retail staff new sales techniques to sell the smartwatch, according to internal documents obtained by 9to5Mac. These are aimed at helping with determining which Watch to suggest, while also providing gift giving suggestions and watch strap choices. And since the Apple Watch is only compatible with the iPhone 5 and higher, staff will be trained to suggest an upgrade for users of older models.
To accomplish this, staff will be encouraged to build relationships and pick up on style cues. The company has created multiple customer personas in its training materials for staff to practice with. Some of the guidelines include using accessories worn by a customer to suggest a watch and even using the opinions of a companion to help. But the company also wants its staff to steer away from focusing on price in the case that a customer may want to splurge on a more expensive model and straps.
In essence, the sales technique will be broken down into five steps, according to 9toMac.
- 1. Determine existing knowledge
- 2. Discuss current iPhone and iOS version
- 3. Push iPhone upgrades
- 4. Discuss why the watch is being purchased
- 5. Determine which model to sell
The sales pitch is one of many changes happening at Apple Stores, spearheaded by Apple Retail SVP Angela Ahrendts. Earlier this year, employees received a wardrobe overhaul with blue polo and crew shirts. And when Apple Watch previews and pre-orders begin on April 10, the company will also have a new display case table to show off the watch. Following pre-orders, the Apple Watch will officially launch on April 24 in nine countries and markets including Australia, Canada, China, France, Germany, Hong Kong, Japan and the U.S., according to the company.