Book Review Carmine Gallo "Apple rules: principles of sincere loyalty"
Makradar Devices / / December 19, 2019
A long time since we have not read. But the publishing house "Mann, Ivanov and Ferber" has produced some very interesting books, one way or another connected with our beloved apple company. Today I want to tell you about one of them, which is called "Rules Apple: Principles of creation of sincere loyalty». Author of the book - Carmine Gallo, manager of public speaking, broadcaster, journalist and an indispensable tool of America's top management. Why? I'll explain in part in his review.
I would like to start with a sad note: in Russia there are no Apple Store. And the first thing that comes to mind when you read the "Rules of Apple» - this regret on this occasion. The book talks about why Apple flagship stores are considered a model of service in retail trade and if you have a shop (company, factory, office), where you have something to sell - do not bypass this book party. It's small and easy to read, but after the first few chapters of your idea of what people and what to take to work will change dramatically.
If we talk about the structure of the narrative, it is interspersed with quotations from Twitter'ov enthusiastic guide customers service the world "like Apple». Why do people love Apple Store, why people are not just buying equipment out there, but are beginning to recommend the store to anyone who will meet on your way? Why Apple Store - it is a symbol, not just another mono-brand store? And finally, the question that is looking for an answer rivals the most expensive brand in the world - bitten apple: what does Apple Store special service, and impressions from buying gadgets - memorable? All of these moments in the book highlights and almost "chewed" for the dull top managers.
Leaders, unable to inspire his subordinates and clearly convey to them your vision, never create companies that love for superior customer service. Yes, and how they can provide such a service? Their employees are demoralized, depressed, they discouraged work. The chances that such employees will be able to engage customers and give them a good impression about the company or brand, zero
Yes, this is the book for managers in retail sales. However, I would like to read it, anyone who works with people - from the waiter in a cheap cafe to a doctor working in a prestigious private clinic. Perhaps after this book you'll want to retire or, conversely, to make adjustments in their work. By the way, if you are expecting from the "Regulations for Apple» praises a few hours, you are seriously mistaken. The question will be, and the multitude of other companies - from the Four Seasons Hotel, whose level of service was inspired by Steve Jobs to Apple's main competitor - Google.
Through the prism of the business giants are the basic principles of interaction "and the seller client "- how to build a strong bond that will keep people coming back to you again and again. If you still think that it is enough just to smile, to sell something - you are certainly on the right track, but can not even imagine how much more you need to learn. For example, I remember the very passage concerning how to turn every sales assistant in the hall of Julius Caesar, that is, to learn to do several things at once:
Staff involved in customer service, we must transform into hosts parties and relate to the next wave of visitors as they would treat guests in your own home - and all this in order to let visitors feel that they are excited and happy, leaving your restaurant
And this is only the beginning of a long set of commandments to superiors and subordinates. For example, it is very inspiring to me to show the history of how the little girl broke his piggy bank to buy on the day of the birth of iPod. She and her parents came to the Apple Store in the early morning, but the store was still closed, and when the family already wanted to go to another store search, the staff preparing for the opening of Apple Store noticed buyers. I noticed even before they crossed the threshold.
What would you do on-site employees? Have reaped shoulders, glancing at the clock? But the people working in the Apple Store, who are aware of their freedom to make decisions if they consider it necessary. One of the sellers overtook family and spent the birthday girl and her parents through the service entrance. The girl was hailed as a princess, all the staff greeted her and gladly sold her the coveted iPod. What do you think, in what shop this girl would prefer to buy an iPhone or MacBook on the next birthday?
Buy the book "Rules Apple»