Apple Store Selling Experience: Customer Interaction and SPIN

This report provides a detailed analysis of the selling experience at an Apple Store, focusing on customer interaction and sales strategies. The author, a sales employee at Apple, discusses their role in selling Apple products like iPhones, iPads, and MacBooks. The report highlights Apple's differentiation strategy in the competitive technology industry, emphasizing the importance of understanding customer needs and addressing their concerns. It presents a scenario involving a client interested in the iPhone XS, outlining a sales approach using the SPIN (Situation, Problem, Implication, Need) selling methodology. The report also includes visual aids and references to support the analysis, offering valuable insights into effective sales techniques and customer engagement within the Apple retail environment. Desklib offers a wealth of similar solved assignments and past papers for students.

Running head: SELLING EXPERIENCE
Selling experience
Name of student
Name of university

1SELLING EXPERIENCE
Task 1
I am currently working as a sales employee in an Apple Store, which is one of the many
outlets run by Apple for selling their products. As a sales employee at an Apple Store, I am
expected to sell a range of Apple products to the customer. The Apple Store sells products like
iPhones, iPads, Macbooks and so on (Apple, 2018). Usually, Apple Store employees are
expected to have a college degree in a relevant course. I have had two years of expertise in sales
and marketing and am in charge of customer care at the Apple Store. As part of my duties, I am
expected to interact with potential customers and convince them to buy our products.
Task 2
Apple is a multinational technology company based in California. The company is
responsible for designing, developing and selling computer software, consumer electronics and
other online services. The company also sells hardware products like iPhones, iPads, iPods and
Mac personal computers. The company has over 500 retail stores. Apple has flourished owing to
a rapid expansion in the telecommunication and information technology industry, which is
currently known as the age of digital revolution. The industry of information technology has
expanded at an alarming rate and Apple brings in nearly 250 billion US dollars in revenue each
year. The technology industry is an extremely volatile one (Jinjin, 2013). However, Apple
follows a differentiation strategy which helps in distinguishing its products from the rest of the
competitors (Khan, Alam & Alam, 2015). The chief rivals of the company include Google,
Samsung and Microsoft. These companies offer similar products and services. Yet, Apple
manages to maintain its niche market by following a higher pricing strategy. However, it must be

2SELLING EXPERIENCE
mentioned that the financial crisis in the past ten years has caused customers to move away from
Apple products to cheaper alternatives, like Samsung or Microsoft.
Task 3
The client I will be selling the product, iPhone XS, to is Mr. John Brown. The client is a
30 year old male; he is single, and currently residing in Vancouver. He is working for a
renowned IT firm in Canada and belongs to the high income group. John has been an avid
photographer for more than five years, and prefers to click photographs on his phone. He has
come to realize that the iPhone XS comes with a state of the art camera with unique features,
which would enable him to click fantastic photographs. This is why he has chosen to meet with
me, in order to discuss the features of the phone, before he makes an informed purchase. We will
be meeting at the store itself, since I would be able to demonstrate the features properly.
Task 4
While meeting with the client, my main aim will be to ensure that I am able to answer
and clarify his doubts and queries and finally move him to action. Since John is meeting with

3SELLING EXPERIENCE
me, it can be assumed that he is now testing the waters to see which device would best suit his
purpose. It can also be assumed that he has a few alternatives in mind. He must have looked up
the features of the iPhone XS on the internet itself and is aware of the numerous new and
improved features that the brand new phone offers. Hence, I will ensure that I speak less about
the product and its features and instead focus on how buying the product will help him.
The main problem that the Apple iPhone XS addresses is the fact that it provides John
with an exceptional phone camera to click pictures. The client has recently taken up photography
as a hobby and prefers to click pictures using his phone. However, he lacks a phone with a
decent rear camera, which would enable him to experiment with the art of photography.
The iPhone XS was launched in 2018, and comes with a hexa core processor. The phone
also has 64 GB of internal storage, which may be expanded. Since the camera is the most
important aspect for the client, the features related to the camera will be emphasized on. The
phone comes with a dual camera which would help John enhance and experiment with his
creative abilities. It also has a Smart HDR feature, which would allow one to highlight and also
add shadow details to the photos. The iPhone XS, unlike the iPhone X, has bokeh features and
depth control as well. This gives the photographs a more professional touch. Also, unlike most
phones of this price range, the iPhone XS also provides excellent options for low light detailing,
which is a delight for most photographers (Apple iPhone XS, 2018).
The client, John, is looking for a phone with a good rear camera which would help him
work on his hobby. The iPhone XS comes with a 12 megapixel camera, which would help him
click top notch photographs. Moreover, the phone is sleek and lightweight, which makes it
portable and convenient to use. The phone camera comes with a number of in built features,

4SELLING EXPERIENCE
which John could make use of while experimenting with colors and effects. The phone also has
internal memory of 64 GB, which would enable him to download a variety of mobile
applications including editing software. Moreover, the 5.80 inch display would be perfect for
clicking exceptional quality photographs. In order to convince John to make the purchase, it is
important to stress on the technical aspects of the camera and even provide him with samples so
that he can make an informed decision. The SPIN (situation, problem, implication and need)
selling methodology will be used. The first step would be to understand and highlight the client’s
problems and state the problem in the form of a question (Poggi et al., 2014). I would also
highlight the consequences of not coming up with a solution to the problem. The final step would
be to highlight the benefits of the product and how it would help John. In order to better explain
the features of the product and sell the product to the client, I would keep handy certain items
like brochures and relevant information. I would present a brochure to John, so that he can look
over the features himself and decide if he wants to proceed with the purchase. I would also use
the following graph to convince him to buy the product:

5SELLING EXPERIENCE

6SELLING EXPERIENCE
References:
Apple iPhone XS. (2018). iPhone XS - Apple (CA). Retrieved from
https://www.apple.com/ca/iphone-xs/
Apple. (2018). Apple (Canada). Retrieved from https://www.apple.com/ca/
Jinjin, T. A. N. (2013). A Strategic Analysis of Apple Computer Inc. & Recommendations for
the Future Direction. Management Science and Engineering, 7(2), 94-103.
Khan, U. A., Alam, M. N., & Alam, S. (2015). A critical analysis of internal and external
environment of Apple Inc. International Journal of Economics, Commerce and
Management, 3(6), 955-961.
Poggi, N., Carrera, D., Gavalda, R., Ayguadé, E., & Torres, J. (2014). A methodology for the
evaluation of high response time on E-commerce users and sales. Information Systems
Frontiers, 16(5), 867-885.