Training Video Proves Store Staffers Are Hip

November 10, 2011

When the doors close and the lights are turned out, an Apple store can be a pretty crazy place, as evidenced by a training video made by the staff of the Rockingham Park (NH) retail store to outline the company’s sales techniques. As first spotted by MacRumors, the video was posted by store employee Kyle Sisson to demonstrate his video expertise, but also gives a glimpse of the store’s back-of-house areas, and through the song’s lyrics explains the five-step process of customer sales contacts. Similar videos are common among the retail chain, but rarely are made public.

During the video you can see the types of information displayed on white boards in the back-of-house hallway, including some related to sales (pie charts). The stock room shows how products are stored. A reference to “NPS” in the lyrics translates to “Net Promoter Score,” an indication of how well customers recommend the store to others.

The video outlines the sales procedures used by Apple store employees using the song’s lyrics—listen closely. The first five steps happen to spell out the word “Apple”:

A – Approach the customer with a “warm welcome”
P – Position, Permission, Probe — Tell the customer what you want to do, ask permission, and then ask them questions to determine their needs.
P – Present the appropriate product solution that fits their needs.
L – Listen to their concerns.
E – End with a fond farewell and an invitation to return.

Three other steps focus on listening skills:

A – Acknowledge that their concerns are valid.
A – Align with the customer, agreeing that you would feel the same were you in their shoes.
A – Assure the customer that you will be able to solve their problem to their satisfaction.

[Yes, the video was pulled within an hour of this story! Then a YouTube copy was pulled within three days. But a final copy is here.]

Apple Music Video from KYLESISSON.COM on Vimeo.

Apple Music Video

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{ 4 comments… read them below or add one }

Actual Genius November 10, 2011 at 1827

It never should have been posted. We sign agreements that no photographs etc of non public areas can be released to the public.

Plus if he did this as part of work, which given the topic he likely did, then Apple owns the video and he never should have removed it from the store.

Allegedly it’s actually former employee and if it wasn’t before it very likely could be now as what he did is a firing offense and he signed several papers that he understood this when he started the job (and probably several times over the course of his time there


Another actual (retired) genius November 11, 2011 at 0412

Actual Genius is so right. The only reason every employee in this video isn’t canned would be due to the difficulty of hiring replacements in a timely manner. If the uploader was, in fact, an Apple Store employee at the time of uploading, s/he received a phone call from Steve Jobs in heaven firing their ass. If it was a former employee, their manager just got a similar phone call for allowing this video to be made at all.


Evil Monkey November 11, 2011 at 0903

This video is the reason the English language needs a word for “embarrassment on someone else’s behalf.” Just watching that video for 30 seconds made me embarrassed to be an Apple retail employee.


Former Creative November 11, 2011 at 1442

Even as a former Apple employee I’m cringing that this video got out. I remember quite a few well done videos like this and there was always the thought that they might get out. Whoever leaked this will be fired but hopefully it won’t prevent more internal videos being made.


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