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iPhone Sales Training Manual

Noe Delgadillo
5th period







Table of Contents

Features and Benefits Chart3
Pre-Approach...4-5
Steps of the Sale..5-7
Determining Needs..7-8
Presenting the Product...8-10
Overcoming Objections..10-12


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Closing the sale.12-13
Suggestion Selling.13-14
Relationship Building/ Marketing.14-15











PreApproach
Features and Benefits Chart: iPhone 5s
Features Benefits
4 inch LCD Screen

Customer can clearly see everything
in the screen.
Finger ID scanner password

Allows customer to access quicker
and more convenient.
Music

Allows you to store any song you wish
to have. iTunes Radio which allows
you to choose a station and listen to
songs similar to station.
App Store

Millions of apps can be downloaded
for entertainment or other uses.
Camera
-Continuous Burst Mode
-Slow Motion Video
-Photo Filters
Large Pixels. Large Sensor.
-10 action shots per second.
-120 frames per second.
-Adjust filters. May take off filters if
wanted.


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FaceTime

Video chat to anyone with large
pixels and improved sensor.
LTE Wireless

Super fast downloads and uploads in
many more places.
Built-In GPS

Gives fast and precise directions
whenever needed.
Siri

Allows you to communicate with
phone orally for information.
Design Very thin and light yet so much in it.

PreApproach
Selling Environment
The iPhone will be sold in many electronic stores around the nation. The main location
the iPhone will be the Apple store. When you enter an Apple store, you sense the feeling of
technology all around. There will be a certain category that is only for the iPhone 5s. Every
workspace for employees must be clean and organized so that you will not hesitate to find
something you need. Customers will have iPhone 5s displayed to them if they need to see how it
runs and how it is convenient for them.

Requirements for Employees
All employees must know the companies policies and under no circumstances should
break the rules. Employees are also required to know and understand the features and benefits
which are listed on the Features and benefits Chart. Must have the portable display iPhone 5s to
show customers how it works and any questions they might have about the product. All
employees must arrive on time and have the appropriate dress code with name tag and be ready


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to work.

Legal and Ethical Considerations
All employees must read and take into consideration the following legal and ethical
policies:
Employees must at all times be doing something productive, whether it is talking to
customers or cleaning or promoting the product. Under no circumstances must an
employee be doing nothing at all.
Employees must always treat customers with the respect and should also be kind and
courteous to any customer.
Dress code is applied at all times when employee is working.
Must maintain a professional persona throughout the expected working hours.

Expectations At Work
When salesperson is at work, their number one focus should be to attract customers and
make sales. All employees should know the rules and should know any answer to a question that
a customer may have. All employees must follow the companies policies and not break any
rules or will be suspended or possibly fired. Must follow dress code or cannot work, customers
need to be able to identify the employees quickly if they need any help or if they have any
questions about the product.

On-the-floor Responsibilities
While you are on the job, you are allowed to have a designated display iPhone 5s which
will be clean at all times. The whole job of the employee is to create a direct relationship with the


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customer to ensure that their time in the store was well spent and for the customer to be
completely satisfied with their trip. All working areas must be clean and organized and look
professional.


Steps of the Sale
Knowing when to approach the customer:
All sales people must know the correct time to approach a customer. You do not always
approach them as soon as they enter the store. Sometimes, all customers want is to look at the
product without being interrupted. Experienced sales people should know the key indications
when a customer actually needs or wants help. Customers often give signs and indications when
they need help. These signs usually are:
- Customers often look around to get the employees attention to ask for help or
information.
- Customer has confused expression about the product.
- Customer is questioning other customer about information regarding product.
- When customer makes eye contact with employee.
- When customer holds the product and usually looks around to see if anyone notices.

Service Approach:
During the service approach, greet the customer and ask if they need assistance or what
can you do to help. You would like to ask the customer questions like How may I help you? or
Do you need any help?, ask preferably open-ended questions that the customer may respond


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with a yes or no. Talk to the customer, show them you are interested in helping them find
exactly what they are looking for. If customer denies any help, take a moment to remind them to
ask any questions that they might have later on about the product.

Greeting Approach
When approaching the customer in the greeting approach, the employee welcomes the
customer into the store and immediately lets them know that they will be available for any
questions or assistance they may need. It is important for all employees to use a rising and
friendly tone because it establishes a positive atmosphere and opens lines of communication
between the customer and the employee. Employees must make the customers feel as
comfortable as possible so that they will not be afraid of asking any questions.

Merchandise Approach
In the merchandise approach, salesperson wait until customer seems to have interest in
product and gives comments and asks questions about the product which may spark a bigger
interest with the customer. When customer is handling a product, give the customer feedback
about the product and give its features and benefits about the product.

Determining Needs
In order for Apple to sell its products, it has to uncover the problems or reasons for
customers wanting to buy the iPhone 5s. In some occasions it may be quite obvious like, for
example, when a customer is looking to get an upgrade or when they have a broken screen and
would like to change it. Sometimes, however, it may not be so obvious but the salesperson's job


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is to quickly uncover the needs to offer the correct solutions. Asking questions to the customer
will provide the fastest and most effective way of determining the needs for them. Do not always
jump to conclusions and try to sell the iPhone to them. The iPhone will not necessarily always be
for them and could be a present to somebody else. Asking questions is always a key and effective
way to determine the needs for customers.
There are three methods that are used in order to determine the customers needs in order
to be able to make a potential sale. The three methods are: Observing, listening, and questioning.
Three methods used to determine the needs of the customers:
Observing - Employee observes the customer and looks for the key buying motives
which are communicated nonverbally. Customer may look at the iPhone 5s for a certain
time or have facial expressions which give clues about their level of interest toward the
iPhone 5s.
Listening - Listening to the customer helps you pick up clues to the customers needs.
Questioning - When determining the needs of the customer, always ask general
questions about the intended use with the iPhone and if they have ever had any previous
experience with any products similar to it. Once you have and idea of what the customer
wants, ask more open-ended questions relating to the product.
10 open-ended questions to get customer involved in conversation:
1. What will you be using the iPhone for?
2. What type of components are you hoping to find with iPhone?
3. How much experience have you had with iPhones?
4. How much storage are you planning on using?
5. What previous phones have you had?


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6. Is there any feature that grabs your attention?
7. Anything else you might be looking for today?
8. How are you planning to use your iPhone? for business or pleasure?
9. What kind of plan do you plan on getting?
10. What is your spending range?

Presenting the Product
Which products to show:
After learning about the customers intended use of the iPhone, you should be able to
match the correct one. In this case you would be able to match the customers up with the iPhone
5s. Always have different iPhones to show them why the iPhone 5s works better than any other
iPhone out there and it will grab their attention to it.
What price range to offer:
When the salesperson does not have a clear understanding of the customers price range,
the employee should start with the lowest price ranged product and work their way up from that.
In this case they should start off with the lowest gb iPhone. Do not show them the price
immediately but lewer them in and show them how valuable the product is to them.
How many products to show:
To avoid overwhelming the customer with so many products, salesperson should not
have more than three iPhones at display because then it is much easier for customer to remember
its features. When customer wants to see other types of iPhones, put away the ones that they
seemed least interested in and later display the newer ones.



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What to say:
In his step of the sales process, talk about the features and benefits of the iPhone that may
spark attention within the customers buying motives. Try avoid using slang terms when selling
the product but use more appropriate language that the average customer may understand, which
is the Laymans terms.
Presentation
Displaying:
When presenting the product, salesperson must always have a portable iPhone with them
and creatively display the product to increase eye-catching audiences. Salespeople must be
creative in how they present the product physically and show its true quality. Always handle the
iPhone with respect or customers may not take you as serious as you are trying to be.
Demonstrating the product:
Demonstrating how the iPhone works helps customers gain confidence about the phone.
Demonstrate physical features as to how the camera works or how can customers download
certain apps they would like. Salesperson is allowed to let customers use the iPhone if they feel
like the customers are having a tough time deciding to buy the product. This will show them
interest in the product if they use it themselves and how it works.

Overcoming Objections
Objections in a sales process often occur. Objections meaning concerns, hesitations,
doubts, and other honest reasons a customer has for not making a purchase. Objections should
not always be viewed as negatives because they give the salesperson and opportunity to show the
customer and give them more information about the iPhone 5s. Anticipating these objections and


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planning for them will make you feel more confident when responding to the customer and will
allow the customer to gain more trust in the iPhone.
Four-Step Process for Handling Objections
These are the four-step strategy when answering all objections:
Listen carefully - Always maintain eye contact with the customer and always be
listening carefully to what they have to say, it can lead you to another direction
that they would like to go in regarding the iPhone 5s. Always allow the customer
to speak and never interrupt them.
Acknowledge the Objections - When the customer is saying something about the
product, acknowledge them and care for their concerns. It makes the customers
feel like what they just said, actually has meaning and is not invalid and can be
brought to further discussion. For example saying I see what you mean. It
doesnt necessarily mean you agree with them, it just means you acknowledge
their concerns. Dont disagree because it can cause the customer to be on the
defensive side which potentially, the salesperson can lose the sale.
Restate the Objections - To allow the customer to understand that you are
paying attention to them and actually understanding them, try paraphrasing what
they just had said about the product. For example you might want to say In other
words, you feel that or Let me see if I understand. You want to know more
about.
Answer the Objections - Try to answer the customers objections in a tactful
manner. Never suggest that their concerns are unimportant .
Specialized Methods of Handling Objections


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There are seven specialized methods for handling objections: substitution, boomerang,
question, superior point, denial, demonstration, and third party.
Substitution - When customer seems like they do not enjoy using the iPhone 5s, show
them different kinds of iPhones and tell them that some can be specifically for their
liking.
Ex. If a customer is viewing the camera feature of the iPhone and they do not like
how a certain filter looks, tell them that you can easily change it to their
satisfaction.
Boomerang - Use a friendly and helpful tone to explain to the customer how the
objection is really a selling point to bring the objection back to the customer as a selling
point.
Ex. If a customer says The iPhone is very thin and light. Explain to them how
much it weighs and how it is the thinnest generation in the Apple industry.
Question - The salesperson asks questions to the customer to get a deeper understanding
about the objections. Dont ask questions in an abrupt manner or seem rude because it
creates a defensive atmosphere.
Superior Point - When the customer mentions a disadvantage in the iPhone, the
salesperson presents superior points to compensate for them, leaving the customer in a
position to decide between the different feature of the iPhone and see additional reasons
for wanting to buy it.

Direct Denial - Customers objection is based on misinformation. In this case, when the
customer says an incorrect statement, correct them using precise and accurate information
to answer their objections.


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Third Party - Use previous customers who can give testimonial about the product.

Closing the Sale
General Rules for Closing the Sale
Timing the Close - Some customers want their products in a fast manner and therefore
the salesperson should be flexible with finding those buying signals, which are the
indications customers do which shows they are ready to buy the iPhone.
Closing the Sale - As the salesperson becomes more experienced, you recognize closing
opportunities faster which is better for the sale. If customer is having a difficult time
choosing whether to buy the product or not, the salesperson may demonstrate the iPhone
or show additional items that relate to the iPhone.
General Rules for Closing the Sale
Which close - In this sale process, the customer may choose between which iPhone style
they would prefer for them. You would typically ask Which one do you prefer?.
Always encourage the customer to choose between two items and help them make a
decision.
Direct Close - In this method, you ask the customer for the sale because the buying
signals are very strong. You can ring up the contract they have to sign when buying the
iPhone.
Service Close - If obstacles run into your sale, you can introduce special services to keep
them interested. You may want to include the fact that they can purchase a warranty so
that if the phone breaks, they can return it and get a new one.



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Suggestion Selling
When using suggestion selling after making the purchase with the customer, one must
involve the customer in other items that will, save them time and money or will further the sale.
There are ideas for suggestion selling which will show the benefits, rules, and suggestion for
suggestion selling.
Benefits of Suggestion Selling - The benefits of suggestion selling help many people
such as the customer, the salesperson, and Apple. The customer will want to come more
often and purchase more products from the store that will benefit the customer and the
salesperson.
Rules for Suggestion Selling
Use suggestion selling after the customer has made a commitment to buy the
iPhone but before payment is made.
Make your recommendations from the customers point of view and give at least
one reason for your suggestion.
Make the suggestions definite.
Show the item you are suggesting towards them to catch their attention and
potentially make another sale.
Always make the suggestion positive.

Relationship Building/Marketing
After making a sale, the salesperson must have two key factors in building a clientele which are:
After-sale activities by the customer service staff
Create a relationship management strategies.


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After Sale Activities
There are four after-sale activities which are:
Taking payment/Taking the Order - As the salesperson, when giving the
customer the iPhone, be sure that the case the product came in is not damaged and
that the sale is complete with leaving some type of card or paper to tell the
customer of upcoming releases and events for the customer to attend.
Departure - Thank the customer after they have made the purchase and are
leaving the store and show some gratitude to the customer for the time and
attention they gave to the iPhone.
Follow-Up - After the customer has made the purchase be aware to tell them
about when a new product of Apple may come in and when new shipment has
arrived.
Evaluation - Always evaluate yourself after making a sale. see if there is
anything you can improve in your sales and what you can do better next time.
Always practice your next sales training and use this guide to help you out.