Why do you stand in line to spend more money to buy a product you already own?

Double line at Apple Store

Retail craziness

Over the weekend my husband and I walked around NorthPark Mall in Dallas and witnessed this long line, really two lines (!), of Apple customers waiting, ONE BY ONE, to enter the store.

Not every store in this mall has lines forming out the door.

The secrets of Apple’s magnetic spell

Selling Rule #1: Communicate Value

You buy products that excel in the marketplace. You buy what works – professionally and personally (preferably both), what’s dependable, and what makes your life easier. And you’ll keep buying what continues to propel these attributes.

Selling Rule #2: Communicate Customer Service

You provide excellent after care for your products/services. “Apple Care” costs extra (another genius upsell!) and it’s worth it. Why? Because it works, it’s dependable and it makes your life easier.

Selling Rule #3: Communicate Loyalty

See Selling Rules #1 and #2! IF you provide value and excellent customer service you will achieve Customer Loyalty.

My clients are successful because they have achieved loyalty in their various industries.

How can you cash in on this type of momentum?

• Know your Value Proposition. Keep it simple and memorable. Share it widely. Ex: Walmart – ‘Save Money. Live Better’. You see this on their trucks, on the front of their stores, and on their shopping sacks.
• Take care of your customers… and they’ll take care of you.
• Appreciate your buyers. Let them know how much you value their loyalty.

To sell well you must communicate well.

Author: Karen Cortell Reisman is Founder of Speak For Yourself®, a communication consulting firm, and the author of 2 books on how to communicate. She lives in Dallas, Texas and … full disclosure: Karen is typing this blog on a MacBook Air, while multi-tasking on her Apple iPhone mini 13, and looking forward to a book she’s reading on her Apple iPad. 

© 2022 Karen Cortell Reisman, All rights reserved