I couldn’t have said it any better.
I was fired today from Simply Mac.
Simply Mac is a freakish frankenstein of a company with the innards of the cell phone industry and an Apple exterior. This doesn’t paint the most flattering picture, and it shouldn’t. At the corporate level, there’s nothing Simple or Mac about it. But if you’re looking for a shrewd, heartless company ready to ride the coattails of Apple’s hipness, look no further.
Let me state that I love Apple. I think they consistently make amazing products. Call me a “fanboy”; call me what you will. Apple is arguably the fastest growing most cutting edge company of the moment. Moreover, (and, once again, there’s a fanboy talking) Apple represents a mentality - Take something complicated and make it simple. Take something people hate to deal with and make it into a pleasure. Personal computing is the most obvious example, but the philosophy extends into every aspect of the company because it lies at the core. The retail experience is no exception. I love walking into an Apple Store. I don’t feel pressured; I don’t feel ignored. I feel like a kid in a candy store. This is a far cry from walking into, say, a cell phone dealership.
When I walk into a cell phone dealership, and most retail stores, I get the feeling that I’d better buy something or get out. I’m just another denominator in their sales-closing ratio. I don’t look forward to the experience, and I only walk in when I have to. Why? Because I’m surrounded by salesmen. High-pressure, cheesy salesmen who have been trained to suck every last dime out of me.
Now take those cheesy cell phone salesmen and give them license to sell Apple’s products. That’s Simply Mac. It’s the stuff devoid of the substance. All sizzle, no steak. The look and feel of Apple minus the philosophy. Customers see the glowing signs and transparent cubes and think they’re in an Apple Store, but when they hear the sales pitches and pressure they feel like they’re in a used car dealership.Of course, just as customers are attracted to the store expecting an Apple philosophy, so are prospective employees. Simply Mac has been privileged to have some excellent employees. Unfortunately, when these employees realize who they’re working for, they quit. I’ve watched as the company’s best employees have left one by one, all for the same reason. They lose tolerance for a management team that is clueless enough to think they can sell Apple’s products the same way they’ve peddled cell phones. They’re usually sick of being treated like another sales statistic themselves. I believe Simply Mac’s customers will eventually react the same way.
Ray Kroc once said “Look after the customers and the bottom line will take care of itself.” Try telling that to the management of Simply Mac! Any feigned respect or concern for customers is wrapped up in the guise of “selling the customer everything they need.” This really means “selling the customer everything we need them to buy to meet profit goals”. Of course, profit is important to any business, Apple included, but the concern for the customer experience at Simply Mac doesn’t extend very far beyond this. Put bluntly, the company doesn’t care about people. Customers and employees included. Simply Mac is a house divided against itself. Management doesn’t trust the employees and vice versa. The most blatant, ironic incident of this that I saw was when the company’s Vice President called the top salesman to let him know that he was currently being watched on the store security camera and that he should stop eating ice cream while it was slow because it was unprofessional. Shortly thereafter, another employee was told he was being watched on camera making small talk with a service tech during slow time and was sent home. I guess Big Brother is watching. Anyone familiar with Apple’s famous 1984 Super Bowl commercial will catch the irony.
This leads me to why I was fired. I don’t know why. I’ve met profit goals. I’ve been loyal to the company. I’ve even adopted cheesy bundle sales pitches that no one likes just because that’s what we’re told to do. I get the feeling that Simply Mac just needed someone to fire for the sake of progress. They’re always talking themselves up with delusions of grandeur and becoming a huge corporation. Like a toddler who emulates his older brother, Simply Mac decided to play the corporate lay-off game. I wasn’t the only one let go, and I get the understanding that I won’t be the last. Of course, everyone who doesn’t match the cheesy cellphone salesman image Simply Mac is really looking for has already quit or been fired themselves (with a few choice exceptions).
It won’t take long for people, employees and customers, to realize what Simply Mac really stands for. Every manager I’ve worked under has quit because of disgust for the corporate management. Customers will get the message soon enough too. A cell phone dealership that dresses up as an Apple store is still just a cell phone dealership - and there are plenty of better places to buy Apple products.
posted by joe.maddock at 7:33 pm

I have been reading a lot lately (thanks to my
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As an avid Halo 2 player, I have been drooling at the new Halo 3 game. It has many new weapons and SWEET vehicles.. a bunch of kids in my dorm have 360’s and most have pre-ordered Halo 3.
