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Those who know me know that I like my cell phones! It should not come as a shock to learn that I finally broke down and purchased the iphone. I resisted as long as I could (and longer than my family imagined), but in the end, the curiosity got the best of me. I have to say, it was a revealing experience. Many news reports detailed long lines and activation hassles; I experienced no such trouble.

My boys and I bought the iphone at the local apple store. Despite moderate Sunday traffic we managed to get in and out of the store pretty quickly. apple has set sales up to be a relatively painless experience. You buy the phone and activate it by hooking it up to your computer at home Their music software, (iTunes), takes care of the rest. I must admit, it was really cool and took less than 10 minutes when we got home. It was intuitive, easy to follow. And there were no complications.

More importantly, the cell phone buying experience wasnt like the normal trip to the wireless store that Ive experienced before, Ive written about wireless carriers before Often, the buying experience is far from fun, and returning to a store to fix a problem has the same kind of dread as going to the dentist. To hit the Grand Slam with your customers (and associates) it is essential that you motivate the buyers and make buying from you fun. Get this right and your customers will return again and again.

Here are a few tips to help you motivate and make it fun for your customers and associates.

1) keep things simple!
By creating a simple activation procedure that customers can do in the comfort of their homes, apple greatly enhanced the retail experience. After spending 10 minutes activating my new iphone, I dont understand why it should take so long in a wireless store. Watching paint dry is more exciting than a trip to the wireless store, unless, of course, Catherine Zeta Jones is working the register.

2) Avoid demotivating policies!
Many times I have watched disinterested, unmotivated associates dutifully enforce ridiculous rules and policies. The most ingenious part Apples strategy is the activation process so that problems that might crop up take place in the customers home! Imagine if it was taking place at the apple store. Instead of helping eager customers hand over $500 for their new devices, Apples associates would be helping people sync their address books. You choose what seems like more fun!

3) Generate a light atmosphere!
Just walk into an apple store and you will know what I mean. The stores are bright (the lighting is perfect), and there is music playing throughout. The apple associates always seem to be enjoying their work. I realize that ones enjoyment at work has a lot to do with the product being sold and how popular it is; however, theres more to it. apple works hard to remove obstacles that might otherwise impede their associates enjoyment. For example, lines at check-out are stressful for both customers and associates. Apples associates have little hand-held devices that act as cash registers for those paying with credit cards. This makes things go very smoothly.

For many years, I was the President and owner of one of the countrys most popular wine stores. I always tried to maintain a light mood as I knew the companys psyche would rise and fall with my own attitude. It wasnt always easy; however, I always tried to maintain an easy-going style. apple has hit the Grand Slam with their easy, delightful process. now, if you will excuse me, Im loading some Barbra Streisand on the new phone!

Please see The price Wasnt Right at: http://www.grslamresults.com/articles/?id=50

Dorete died two years ago. Dorete dies every morning. She dies every minute of every day. Two years ago Dorete found the lifeless body of her beloved Christer on the floor.

Dorete paid for her sons Ivy League education at University of pennsylvania. He never acknowledged it. She also financed her daughters college education. She never acknowledged it.

At age thirty-four her daughter-in-law almost died of breast cancer. Dorete and Christer suspended their practice of psychotherapy and nursed her back to health. They sacrificed fees and clients for love of family. Her son, Yarrum, too busy for his wife returned home across the continent for business-as-usual. Dorete and Christer received no acknowledgments. Evil unleashed by sadism denied.

Doretes mother, Trudy, lay dying of cancer in a New Jersey hospital bed and about to undergo a fatal needle biopsy of her liver to confirm the diagnosis. She was saved by Christer. He insisted, Well take her to Sloan Kettering for a second opinion! Sloan Kettering confirmed his caution and they performed a CT scan instead. The results were negative. Age eighty-six the mother lives. Christer died at age sixty-six. The family, including Trudy, denies Christers life saving intervention. Evil unleashed by sadism denied.

As an adult, Doretes daughter, Sonja, suffered uncontrollable rage against men. Sonja suspected some childhood sexual abuse. She recalled memories that during her adolescence her own father caused her to feel sexually uncomfortable. Christer provided weekly and on-call psychotherapy. Sonja gained the self-confidence and self-esteem she was lacking and promptly stabbed Christer in his back. Her claim: He never did anything for me, Mom! Evil unleashed by sadism denied.

The man that sired Yarrum and Sonja totes a juvenile criminal record. He was arrested forcing by threat of bodily harm another boy to perform oral sex upon him Yarrum and Sonja adore this man who sired them, this man who also abused them and their mother. Evil unleashed by sadism denied.

Dorete has a sister thirteen years her junior. Her name is Gina. Gina was born with brain damage because the mother, Trudy, attempted an illegal abortion. The mother also forced Dorete, age twelve, to witness this act. Evil unleashed by sadism denied.

An adult now, Gina, is seriously handicapped. Christer, who deeply loved all humanity, felt Ginas pain and he secured financial aid from Social Services for her. Gina is finally financially independent. But, Gina aches for the love her mother withholds. The mother disdained Christer for helping her younger daughter. You see, the mother doesnt love, she controls. Evil unleashed by sadism denied.

Dorete shared her grief and guilt about Christers death with her son. Yarrum, merely an apple fallen not far enough from his fathers tree, shoved and twisted the knife deep into his mothers heart. Yarrums own distortions of the truth put on paper to deceive all; in his own self-righteousness. He published an article of untruths based on his mothers wails of pain. Evil unleashed by sadism denied.

Yarrum exploited his mother capitalizing on her soul injury - the haunting vision of her beautiful soul mate lying lifeless on the floor. Yarrum used this haunting vision, the primary source of Doretes on-going post traumatic stress as a weapon against her. The haunting vision she struggles daily to forget the love of her life, larger than life, more compassionate, loving, intelligent, fun, funnier and more alive than anyone she ever knew - now stiff and lifeless. The feelings she shared in confidence with Yarrum he distorted and published for the entire world to see. Evil unleashed by sadism denied.

By Patricia Brozinsky, PhD
2007 Copyright, all rights reserved

Patricia Brozinsky, PhD, a keen observer of human behavior has been a psychotherapist for seventeen years, private practice in East Patchogue, NY. She and James A. Gibson, PhD coauthored Eat or Be Eaten: The Truth about Our Species, The Marriage of Darwin and Machiavelli a book about human behavior available via amazon.com. She taught psychology at a local college and co-lead workshops for Suffolk county, NY Department of Mental health. Her website is http://www.re-inventingyourself.com
See her previous publication at Expert Author section at:
http://ezinearticles.com/?expert=Patricia_Brozinsky,_Ph.D.