Apple's Business Tips
Although as a small business you may not have Apple’s budget, you do have the power to assert your business in the world and make it stand out from the rest. Here are some small tips that could make the world of difference to you and your company.
1. Provide excellent customer service.
Apple aims to re-create the same friendliness in its stores that you'd find at a 5 star hotel. It was ranked third in Bloomberg Business Week's fourth annual customer service rankings, receiving A+ ratings for quality of staff and efficiency of service. It may be cliché, but the customer really is always right. All interactions must share a uniformity in that they should all be friendly, polite and professional. You must ensure that your staff mirror your attitude – because a poor performance on their part will lead to negative consequences for your business. Be approachable, open and welcoming by visibly displaying contact details on your website. Customers will feel reassured if they know that they will be able to talk to another human being about a product comfortably.
2. Do one thing – but better.
All of Apple’s products are focussed on developing one idea and making sure that it will be the best on the market. Steve Jobs once said that Apple rejects numerous ideas that are different and intriguing in the hope that they can put their sole intent on developing one product to the best of their ability. The idea of specialisation makes customers feel as though they can trust in a company and have a comfortable experience with them.
3. Simple marketing strategies.
Good marketing is one of the most important drivers of business success. Your product could be the best of its type, but it won't sell if no one knows about it. You don’t need a lot of money to get your business name talked about. In fact, there are many low cost ways to raise your company’s PR. You want people to see your company name and get it stuck in their heads. If you do something they will remember, the chances are that you will be the first name they think of when they are actually in need of a service. A strong PR is built up over time and heavily relies on the way that people socially express their feelings towards a product.
4. Get people excited.
Through TV commercials, teaser campaigns, and press releases, Apple builds anticipation. This not only brings in new customers, but also makes existing ones even keener to get the latest version of a gadget they already own. People feel the need to keep up with the latest technology that Apple brings out and they tend to enjoy the implications that can be drawn from the company’s marketing style and design. Apple has really won the public over with their marketing – so much so that they want to be associated with the brand. These techniques can be applied to any sort of business no matter the size. It doesn't matter how great your product is, if you can't get people excited about it, they won't buy it or refer you to others. Referrals are key to success: you want your customers to recommend you to all of their friends. This rests on customer service, and on their ability to talk about and with you more easily.
5. Don’t be afraid to charge more.
In comparison to similar brands and models, Apple’s products are more often than not two to five times the price. However, this doesn’t seem to put Apple fans off – recent studies have shown that a higher prices just communicates high quality to customers along with the idea that their products are built to be desired. It's important when running a small business to provide competitive prices, but don't undercut yourself. If you think you offer a better quality service, don't be afraid to ask for a higher price. As long as you can communicate to prospective customers that you're providing great value for a superior service, you may find you get more business!