Apple does it right. Apple does it wrong.

As far as marketing, few companies do more and / or do it better than Apple.
I have an iPod. I have 3 iPods, but who’s counting 🙂

When Apple launches products, they do it with flair and showmanship, they produce products that people *desire* not necessarily need.

So when an Apple Store opened nearby, I walked – actually ran – to it and was not disappointed by the wide open space filled with bright iMac, Mac Book and Mac Pro LCDs. Apple does it all right. Hands on. Spacious. Alluring. Simplicity. Focus on the products. Encouraged interactivity.

So where am I saying they’re not doing it *best*?

People. No amount of presentation or ‘cool factor’ is going to maximize sales without the personal touch. Customer service is key when getting a question answered correctly could mean the difference between a $100 sales and a $1000 sale. “Joe” who helped me, didn’t know what he was talking about. “Joe” didn’t know how the payment system worked (or their new-fangled handheld money grabbers that “Paul” demonstrated to me – “It’s pretty difficult to login”). “Joe” didn’t live up to the experience the environment demanded.

So how can this example help *your* marketing and ultimately your sales?

Remember that no matter how effective you are at capturing your customers’ attention, if the buying experience doesn’t measure up, you won’t make the sale. Making it easier for people to buy, both online and off, means informing, educating, hand holding and effortlessly guiding the customer, money in hand, to the place when you can process that payment. All the glitz in the world is useless if it doesn’t assist in that process. And people *can* make the difference, customer service and sales are the grease in the commerce wheel. Don’t let your sales grind to a halt by ignoring the most obvious.

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