Apple’s retail success may lie with their hiring philosophy. According to Carmine Gallo, blogger and author of “The Apple Experience,” product enthusiasm trumps outright salesmanship. Apple would rather see wide-eyed wonder in a prospective employee than a resume devoted to years spent in cloistered computer science.

Product knowledge can be learned. An intangible, like a positive attitude, is harder to come by and is best experienced in its raw state. This soft skill better transfers the over-all message – excitement for the product. In turn, excitement and what it means for the customer is what drives sales.

Apple also chooses diversity. The world is diverse. Customers are diverse. If you don’t speak to diversity, you are not relating to your customer. Customers like salespeople they can relate to and it’s no secret customers buy from people they like.

My guess is many of the folks chosen as salespeople are also early adopters, people who by their very nature are excited about the next new thing. Their enthusiasm is contagious. Customers buy with their emotions, even those who engage in geek speak. Conversing about what the product does may not be as important as how owning the product will make them feel. The end result is customers may be buying an Apple product, but they’re also buying an intangible – passion.

Ask yourself – are you a person who exudes enthusiasm? What feelings do you convey when you sell your product? If you sell an intangible, you are selling the sizzle, not the steak. Ask yourself which emotions best relate your product to your customer’s concerns. Is it security? Pride? Eliminating fear of embarrassment? If you need to sell yourself, can you do it in a way that shows what you offer is relatable to the customer’s needs instead of blowing your own horn? You may think customers wants you and your service. Your customers are interested in getting their needs met. Adding excitement to your presentation may be all you need to help your customers get what they need.

Author/speaker Janet F. Williams is a high-end sales professional, sales trainer and coach for personal and professional development. She speaks on topics contained in her award-winning book “You Don’t Ask, You Don’t Get” to businesses, networking groups, non-profits, book clubs and more. For more information or to buy the book, please visit: and

2 Responses to “Apple-tude”

  1. March 28th, 2013 at 7:40 am

    diy solar panels…

    Hello just wanted to give you a quick heads up. The words in your content seem to be running off the screen in Ie. I’m not sure if this is a format issue or something to do with internet browser compatibility but I figured I’d post to let you know. T…

  2. Janet F. Williams
    April 10th, 2013 at 11:30 am

    Hi, TU for your comment. I’m not having any issues in Explorer, but I appreciate you telling me. Is anyone else out there having this problem? Thank you for reading my blog.
    I have a guest blog that came out today on Len Saunders site about using mandalas to help you fall asleep. You can read it here:

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