Transcript:
Hi Charlie got out here from predictable profits with another marketing minute here’s a shocking statistic a couple years ago a study was performed by retail sales and discovered Apple computers retail store sales were nineteen point one five billion dollars that’s billion with a big that’s a lot of money but to put that in perspective that’s more than JC Penney and Kohl’s both of which avril over 1,100 stores compared to just 400 stores that Apple has now let’s continue to put it another way apple sold goods at a rate of six thousand dollars per square foot of floor space the average store of the next most successful company in the u.s. Tiffany so less than half of that per square foot so think about that Tiffany sells jewelry Apple sells computers and yet apple sold twice as much as Tiffany now how does that happen what makes apple the most profitable retailer in the country two words customer experience when the apple store launched growing market share wasn’t the priority instead the guiding question was how can we enrich people’s lives how can we enrich people’s lives so in our world we call that the growth factor question which is how can we create the greatest advantage and the greatest benefit to our customers in order to get them closer to the ultimate result they are after now wouldn’t you agree that it feels nice to be appreciated and valued you see it never was about just selling stuff yeah that’s the goal it’s a means to an end but the driving purpose is about helping people and when you put people first they can tell and they’ll reward you with their loyalty their referrals and their repeat business so as you go on your way to grow your business ask yourself what can you do to further enrich the lives of your customers or your clients this is Charlie gutta and there’s your marketing minute
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