Apple Watch sales strategy: a focus on fashion and upsells


9to5mac is out with a report on Tuesday detailing how Apple Store employees will help customers select the right Apple Watch for their lifestyle, when it becomes available to purchase on April 24. The publication, often providing some of the best Apple scoops, details that retail employees will initiate conversations to build trust, enabling the employee to essentially take the place as a fashion advisor during the purchase process, rather than pushing a new consumer electronic.

There’s a slew of sales training taking place up until the Apple Watch’s launch. The Cupertino-based company is encouraging employees to act as typical jewelry sales people, building relationships with customers to understand their purchase plans, stylistic wants, and fashion needs. Apple Store employees are being trained on how to sell the expensive Apple Watch bands and upsell models of the Apple Watch, which varies in pricing from $350 to $17,000.

According to 9to5mac, here are some of the comments Apple Store employees are expecting to hear from you:

  • Looks good—”I love how it will coordinate with many of my outfits.”
  • Functionality—”I love that I just have to raise my wrist to have the display turn on.”
  • Good financial investment—”I think I can afford that.”
  • Durability—”I’m sure I’ll have this for years.”
  • Ease of use—”That’s so easy.”
  • Versatility—”Wow, there’s so many options for straps.”

One training pamphlet flat out says: “What’s your opinion on what will enhance [the customer’s] personal style?”


Furthermore, as part of the new retail push, Apple is said to focus on new areas to simplify its sales process:

  • Determine existing knowledge about the Apple Watch’s functionality. This will determine if they need to be trained on the features by a specific group of Apple employees trained to do so.
  • Discuss iPhone and iOS versions. Apple Store Employees will learn what version you are sporting, and how it can be tied in with your Apple Watch.
  • Push iPhone upgrades to iPhone 6 and iPhone 6 Plus for better compatibility.
  • Ask about why customers see themselves using an Apple Watch.
  • Determine which model a customer needs.

I sell cars in the summer and this sounds a lot like the process we are trained on.

A previous report detailed how Apple plans to let customers try on the Apple Watch. Apple Stores will have four “zones” to help sell the Apple Watch:

  1. First zone is for trying on the Apple Watch.
  2. Second zone is for sales, with one line to help customers who know exactly what they want. Another line will help the undecided pick the right band and case.
  3. Third zone is for answering questions about features.
  4. Fourth zone is for selling the Apple Watch Edition, which ranges in price from $10,000 to $17,000, and will be available on a limited basis.

While it won’t begin putting out the new Apple Watch tables until April 9 or April 10, Apple has begun putting in-store banners for the new wearable to raise awareness.

Apple announced it will launch the Apple Watch in Australia, Canada, China, France, Germany, Hong Kong, Japan, United Kingdom, and the US when shipments begin on April 24. Pre-orders and the in-store previews will begin on April 10.

Source: 9to5mac