Be Your Company’s Steve Jobs
Apple went beyond single-product sales; so can you.
As we’ve seen over the last week, Steve Jobs left us with enough inspirational quotes to fill at least one book.
One of my favorites is, “It's not the consumers' job to know what they want.” The quote stands out because it serves as a customer-service mantra that all CE retailers should follow, especially if they want to increase sales, margin and customer satisfaction.
Technology moves so quickly today that the majority of consumers who walk through your doors or visit you web site don’t know what they want. Most haven’t fully grasped yesterday’s hot technology or cool product before something new replaces it. That’s why it’s up to the retail sales associate, custom integrator or 12-volt installer to educate every customer they encounter about the good, better and best solutions their stores offer.
CE sales can’t focus on a single product. Retail associates have to broaden the sale by engaging with customers, discovering their needs and wants, and offering them products and services they may not know exist. Every customer should be offered a full, 360-degree solution that will optimize the core product and lay foundations for additional products and services.
Apple took that approach with the iPod. Sure, it was a good stand-alone product, but the iTunes ecosystem made it a great solution. Sales associates can be their company’s in-house Steve Jobs (and a consumer’s best friend) by helping customers create an optimized and full solution.
Instead of a single, low-priced TV, offer a universal remote to replace the five separate ones cluttering up your customer’s coffee table. Ask if they have a robust, secure home network that can properly handle all of the features of IP-enabled TVs, content streaming and other uses. How about soundbars, speakers or additional components to improve the overall quality? And for $100 (or $200 or $300, etc…) tell them you can set all this up so they don’t have to worry about it.