Unconfirmed report: One web site is reporting that Apple has terminated its contract with MarketSource. You know, the outsourced group responsible for Apple Demo Days, Apple Power Reps, etc. Any thoughts on what this bodes for Apple? Is the company planning to (finally) hire its own people to man the Apple-authorized retailers like CompUSA and Circuit City?

Good or bad thing? You tell me…

I am hoping this one is true.  I think Apple would do a MUCH better job than MarketSource.  They mean well, but most of the reps I have met (admittedly not that many) have put on a brave face while not seeming to care all that much.

I use to do Apple Demo Days before I got sucked into travelling in my real job. I’ve got mixed feelings about Marketsource and Demo Days. In concept, Demo Days were great. Stores like CompUSA and Circuit City were to get knowledgeable Apple reps to promote the product, something their own sales folks couldn’t or wouldn’t do.

The problem is that there was no real quality control. Basically, anyone could do a Demo Day, which meant thatthat person had the potential of doing more harm than good. One example of this was on one of my demos at a Circuit City. The manager came to me and asked me if I was affiliated with any local Mac users groups. I wasn’t. I asked why. Apparently, the guy who had done the previous Demo Day was talking potential Mac customers out of buying Macs and instead upgrading their old machines. Of course, he would do the upgrade for a price. He was escorted from the store.

That is a gross example of Apple representation gone horribly wrong, but think of how less obviously unqualified reps might affect Apple sales at these store where Apple is already viewed as an outcast and you begin to see how very hard it is for Apple to get good help.  The Apple stores are a great idea, but I believe Apple needs to go further. Whether not renewing the Marketsource contract is a good thing or not, I’m not sure.

Apple has learned a valuable marketing lesson; it takes more than a warn body to sell computers. Even someone as pro Mac as I am can make mistakes which could have expanding consequences in the computer buying market. If I’m viewed as a Mac expert and I tell you something false or misleading, you walk away with a sour taste in your mouth about me and Apple, and you’ll tell your friends about it. I think that Apple may be trying to boost the quality of its reps doing demos. Exactly how I’m not sure, but it seems a reasonable thing to do in light of the success of the stores. The problem is that there are a lot of cities with a lot of Circuit City and CompUSA stores, it would be a nightmare to train reps in each city then get them into stores, then keep track of them, manage them, support them, and so on. Marketsource did this, however poorly. It might be a better idea to team with Marketsource to create a training program for reps, and get a commitment from them, actually hire people as Apple employees and let Marketsource manage the logistics. That would then ensure that Apple customers are greeted with a consistent experience, whether they be in an Apple store or in a Circuit City.

In fact, since Apple is putting stores in strategic locations, reps in other stores could use the Apple store as a resource for information, training and so on. Hmm. Maybe Apple has something interesting up its sleeve.

<font size=-1>[ This Message was edited by: VSeward on 2001-07-30 18:26 ]</font>

Wow, what a horror story, VSeward.  I am referring to the pinhead demo-person before you.

Great points with the rest of your post.  Let’s hope there is something interesting brewing, as you suggested.

Bryan: I could tell you some stories that would make Steve Jobs’ hair stand on end.

For a company like Apple, image is everything. I came across supposed reps that smelled badly, dressed poorly, or were just plain undesireable as a rep. Don’t get me wrong, these people were fairly to expertly knowleadgeable about Macs and were very enthusiastic about them, but they needed help in representing the product. How do you tell a 300 pound, six foot, six inch guy that his Apple tee-shirt should cover his stomach? (I’m kidding here, but not by much.) Apple needs to be more involved with how the product is represented. Its doing something about it with the stores. I hope they keep moving in that direction.

When I did demos, people where generally happy to see an Apple rep. They really wanted to like Mac but could not get the answers to the questions they had. Further, they couldn’t get that intangible whatever that helps them feel that, by choosing a Mac, they are making a good decision. I think that’s why the Apple Stores are doing well, and why a well trained rep in a CompUSA could do wonders for Apple sales.

BTW, I really enjoy MacObserver forums (as you well have noticed by the number of my posts). Thanks for the opportunity of allowing me to air my thoughts

<font size=-1>[ This Message was edited by: VSeward on 2001-07-30 18:38 ]</font>