The last 24 hours have seen the world struck with sadness as well as celebration of Steve Jobs, the key person behind the success of the Apple brand and its products.
Like many of my fellow fitness professionals I’ve become a total Apple convert in recent years, since being a PC guy since I was at school.
The thing with Apple is that they have created an “Experience” with the once mundane and very technical item that is a laptop, the home computer and of late the experience of owning an iPhone, iPad and iPod.
Whilst the experience of the actual products has been revolutionary, the actual experience of “buying” these items through their website or, to an even greater extreme, in the Apple stores. And it is this “experience” that has made the process of buying technology less about the features of the machine, but about the person buying and the person selling the product.
If you get an opportunity to go to a Apple store to buy a MacBook for example, step back from the moment a little and see how the process is being dealt with by the cool guy who is helping you through the process.
I was fortunate to watch this process earlier this year when my wife bought her MacBook Pro and I realised how much effort they put in to making the experience perfect.
Take a look at the experience your prospects and clients have from the moment they find you on the internet. Look at everything through their eyes NOT yours.
- Does the imagery, words, colours on the site reflect the experience of the training you will deliver.
- When they step in to your studio, gym or meet you in the local car park for the first training session, what is the image and experience you are delivering?
- Are the other people in the group having a friendly chat, do you look smart and professional and as if you are the guy to come and speak to.
- In your studio/gym/lock up is the place tidy, ready for their training session
- Is there a comfortable, private area for getting changed.
- Do you have a place to chat privately, do life coaching, or perform alternative therapy without distraction.
- Is the music you play congruent with the coaching you are delivering
- Is the paperwork you provide on quality paper, neatly bound in a folder
- Does the language you use match that of the client/prospect
Experience is everything.
I’ve been to far too many fantastic restaurants over the last few years, with brilliant service, incredible food, getting everything right, BUT I’ve then noticed the toilets are a mess, or have not been cleaned, or the chef is spotted out back smoking a cigarette. This destroys the Experience and I know not to return.
Experience is all about the little things, every touch, every movement, every word.
Steve Jobs and Apple were a master at creating and delivering experience… what experience are you delivering?
Steve Jobs R.I.P. what an awesome guy!