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Most human communication is non-verbal and sales decisions most often have a powerful emotional component, yet the average salesperson receives ZERO training in these realms.



It’s not news that Apple has been wildly successful.  Apple sells seventeen times more than the average U.S. retailer.  Average retail sales per square foot in the US is $341. The median for the 20 best retailers is $787 per square foot.  Apple’s is over $6,000!

So how do they do it?  One answer comes from Gizmodo.com, Forbes, CSMonitor and The Huffington Post, who have all reported that:

Apple engages in rigorous psychological sales training for all new sales associates.

This is a crucial component of Apple’s stunning sales success.  A leaked confidential Apple document revealed that new hires are trained in the following elements within a sophisticated 14-day training program:

  • Non-verbal communication including body language and specific word choices.
  • Linguistic techniques designed to avoid confrontation, gain empathy, and create happy, satisfied customers.
  • Role-playing to reinforce and solidify the learning.
  • Rapport-building with customers: more time and effort is put into that than into technical knowledge.

Apple is training their sales staff with sophisticated psychological sales techniques.  They are laser-focused upon building rapport, avoiding confrontation and pivoting every interaction into an experience the customer will enjoy. 

How effective is it?  From the article in Gizmodo:  “Apple’s staff is bar none the most helpful and knowledgeable of any large retail operation.”The result is a selling powerhouse.

This is quite amazing.  Yet how many other companies are utilizing this sophisticated and powerful modality?  For business owners and sales leaders this revelation should be the Rosetta Stone of selling.  When a powerhouse like Apple is using these techniques, it’s time for the savvy to sit up and take notice.

I’m thinking of the famous line from the older lady in the diner in the movie: When Harry Met Sally: I’ll have what she’s having.”

Apple has tried to keep this secret for a reason: it works.  Most human communication is non-verbal and sales decisions most often have a powerful emotional component, yet the average salesperson receives ZERO training in these realms.

Stay tuned for additional articles here on non-verbal communication, emotion in the sales process, establishing subconscious rapport, psychological priming, principles of persuasion, and more. 

About the author

Peter McLaughlin

Peter McLaughlin

Peter McLaughlin is a salesman at heart. In his 25-year career in sales he…

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