Apple Shows You How to Create Customer Champions

Could your sell more if more people were selling your product? You probably could -- especially if those people raved about your product.

Apple has mastered the art of turning customers into champions of its products. You can do the same. Here's how:

1. Help your customers get the most from your products. I learned when I first got my iPad that there are free Apple classes. I found the classes for the iPad and easily signed up online. Sure, I had been using my iPad for a few months, but that's because it's such a well designed product that it is intuitive to use.

In the classes, though, I learned so much more. A Microsoft trainer once told me that most people only use 10 percent of their software. Imagine your customers are only getting 10 percent out of the products they buy from you. Should you be concerned about them experiencing buyer's remorse? I would be.

With Apple's classes I learned tips that help me to get more functionality from my iPad. From shortcut keys and screen prints to new apps, I left each class saying, "I love my iPad!"

Far from buyer's remorse, I kept thinking what a fantastic buying decision I made. Did I tell you that I love my iPad?

You are vulnerable when your customers buy from you and either don't start using your product right away or don't get all they can from it.

2. Help your customers avoid disappointment. Just as I learned new things about my iPad, I also learned about a mistake I was making. I didn't realize that there were different programs for iPads and iPhones. Some programs will work on both, and some are specific to each device. I accidentally downloaded the Wall Street Journal app for the iPhone and loaded it on my iPad. Imagine my disappointment with my experience reading the paper in one small column. My instructor corrected my error, and now I'm delighted with the reading experience. I love my iPad! I'm also going to cancel my print edition of the Journal as a result.

Do you know the mistakes your customers are making with your products?

3. Be a "people magnet." You've probably heard that people buy from people they like. It's not the only reason why they buy, but it certainly makes it difficult for competitors to steal business from you when your customers like you and are loyal to you. Apple certainly understands this.

Each time I visited an Apple Store for a class I was greeted with a sincere, "May I help you?" Each instructor presented the program with a passion that was infectious. Thank you Fallon, Cassandra, and Annie! Every question in class was answered thoughtfully without making the questioner feel like an imposition. I found during each store visit that the atmosphere was a hub of positive energy, which is where you want to be. I've never seen anything like it.

You can sell like Apple does to create champions for your products. If you don't, your competition just might. An analyst at Creative Strategies recently said, "There's an IPad market, and then there's everyone else."

Would you like to compete against Apple? Not me.

---

Maura Schreier-Fleming is a sales strategist and founder of Best@Selling, a sales training and consulting company. She wrote Monday Morning Sales Tips and works with sales professionals who want to sell more and get more business.