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Apple Genius training manual reveals sales secrets

August 29, 2012

A leaked copy of Apple's Genius Training student workbook was examined in an article on gizmodo.com this week, and the contents were extensively revealing of the company’s sales techniques.

As it turns out, sales comes in second in priority behind good vibes—nearly the entire workbook focused on empathizing, consoling, cheering up and correcting various Genius Bar skirmishes—leading to Apple's theory that a happy customer will become a purchasing customer, according to the article.

The guidelines for the Apple Genius standard of conduct was oddly specific, including precise words a Genius is not allowed to use and lessons on how to capitalize on human emotions. Similarly, empathy was stressed as an invaluable tool to completing a sale, with various sections dedicated to teaching the trainees psychological tools of the trade.

Here is an excerpt from gizmodo.com:

Although the indoctrination is usually skin deep, Apple gives new Geniuses a giant gulp of the Kool-Aid right off the bat. Page 39 gives a rundown of Selling Gadget Joy, by way of the "Genius Skills, Behaviors, and Values Checklist." Selling is a science, summed up with five cute letters: (A)pproach, (P)robe, (P)resent, (L)isten, (E)nd. In other words: Go up to someone and get them to open up to you about their computing desires, insecurities, and needs; offer them choices (of things to buy); hear them out; then seal the day in a way that makes it feel like the customer has come to this decision on their own. The manual condemns pushiness—that's a good thing—but it also preaches a form of salesmanship that's slightly creepy: every Apple customer should feel empowered, when it's really the Genius pulling strings.

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