This newsletter gets personal! I hope my family stories translate into sales teachings which can benefit all of us. So, here we go with another real-life "teachable moment."

My relatives, Peg and Bob, decided they needed new cell phones. They both had the very first iPhone-3's®.  Most friends and family members had since acquired the latest technology and implored them to upgrade. Recent technical difficulties and numerous syncing problems caused them to relent. 

When Peg and Bob arrived at the Apple store they were met by Jared, who looked like he belonged in an Apple store. Jared was 30-ish with dark brown hair, techy eye glasses and the unique ability to translate "techno-speak" for a less knowledgeable customer. Peg and Bob are probably a four on a one-to-ten scale of tech knowledge, so Jared adjusted accordingly.

Jared asked with a smile, "What brings you in to see us today?" Peg responded that she and Bob were both having many issues with their phones and thought it might be time to consider buying two new phones.

Jared looked at both phones. He immediately noticed that both were operating with the original three-year-old operating system. There have been several operating system upgrades that have been available since the phones were purchased.

Jared then uttered the words that you would only hear from a true Superstar, saying, "You know, rather than buying two new phones, you may want to consider simply bringing these two phones up to the current operating system. You will probably notice that all of your bugs, compatibility and syncing issues will disappear." Peg and Bob were shocked. "Ok, how much will that cost us?", Bob asked.  "It is a free upgrade," Jared responded.  Peg said, "Well, how much will the labor be and how long will we be without our phones?" Jarad smiled and said, "It will cost you nothing and I will do it right now."

Peg and Bob both watched in astonishment as Jared put one phone in each hand and simultaneously began to peck away at both phones while also answering questions for another Apple client. They told me it was like watching Leonardo DeVinci create a masterpiece in fast motion. Amazing!

He completed the software upgrade task in no time at all and then connected them seamlessly to the Apple iCloud® for syncing to their computers and tablets.

Peg and Bob felt that their trip to the Apple store was a huge success, and were glad for their investment in Apple products. So, what can we learn from Jared?

1. Trust is gained by knowing your product and being able to adjust your communication to the needs of your client.
2. Trust is gained by helping your customer to NOT buy from you. TTS workshop participants all know that one of the best ways to gain trust when you begin to work with a client is to help him NOT buy something new, but rather optimize what he currently uses.
3. Focus on CUSTOMER SUCCESS! Rather than add a notch in his belt for another sale, Jared was more concerned with long-term customer success. You may protest, "But didn't Jared lose a sale?" Think about it. In the next 24 months, Peg and Bob will probably be in the market for two new laptops, two tablets, two iPhones, apps, music and maybe some type of TV multimedia streaming box. Do you think that there is any chance that any of those devices or content will NOT be purchased from Apple? Additionally, they are broadcasting their elation with Apple to all of their friends and relatives. And here I am, shouting about Apple's greatness to tens of thousands through my social media outlets.

Could this be one of the main reasons that Apple is one of the most valuable companies in the world?

Best,

Note: The Wall Street Journal reported today that Apple has apologized to their China customers in an open letter from CEO Tim Cook, for not living up to the customer service that is expected of Apple.