There are a wide range of product knowledge areas that will be instrumental in reaching the ultimate outcome of a transaction. MTD Sales Training | Image courtesy of Big Stock Photo. And apart from having a good knowledge of your own organisation, you also need sufficient knowledge about rival companies too, if it’s relevant to what you sell, so you can demonstrate and protect the prestige of yours. An example could be the special treatment of certain carpets with a stain protection agent as standard or how a piece of furniture is hand made by a master craftsman or how each of your products is created locally without the need to outsource to China or Taiwan. They skirt over the details and seem to rely on appearing knowledgeable rather than really understanding the real information they should be aware of. It’s not fair to your staff. Customers never want the answer to be: “I don’t know.”, 71% of shoppers (83% of shoppers aged 18-44), to research products, prices, and reviews. Product knowledge in customer service doesn’t mean the salesperson or customer service representative knows everything about a product. Mid-Level Retail Sales Skills. There is keen competition out there, so you must be aware of your competitor’s strengths and weaknesses. Established by Dr. Katharin von Gavel in 2007, Footlogix® is the world’s first and only Pediceutical® foot care line to address the challenging needs within the foot care industry. What is Product knowledge? Viele übersetzte Beispielsätze mit "product knowledge" – Deutsch-Englisch Wörterbuch und Suchmaschine für Millionen von Deutsch-Übersetzungen. Why is product knowledge so important? It’s achieved more by listening, understanding and succinctly advising as appropriate. In addition to that if the same lady wanted the dress in purple, do you actually offer it in purple? There are a wide range of product knowledge areas that will be instrumental in reaching the ultimate outcome of a transaction. Having a thorough understanding of the product and listening to the customer needs allows the associate to extrapolate the relevant information about the product and apply it to each customer’s unique situation. It is more important they teach their team how to identify a customer’s needs and wants, match those needs to a selection of products, and show them the value in their options. It allows you to understand a product or service, which is an important piece in developing a marketing strategy for a business plan. If you want to be a future shop keeper you should be able to connect with your prospective clients. That’s just not fair. When providing options to the customer, the associate focuses on how certain products and features will improve their race performance. If you know your product inside and out, you are able to give information as needed and the enthusiasm will be organic. When your knowledge is up to date you should be able to avoid difficulties in this area. We’ve partly explained them already. The survey functionality can even be used to quiz employees about particular products or promotions. You are starting to become a sales leader as your advice is sought after; and you are able to help train your colleagues too. Ensuring an excellent customer experience translates into higher sales. For example, a customer wants to know the dimensions of a product or how fast it will go or how much it will hold. That’s product knowledge. Can I have a different mobile if I choose a 36 month contract? A product kept in a nice box would definitely catch the attention of the customers. Sometimes, things just aren't going well. Unearthing Customer Needs During A Retail Sales Interaction. That means many of them are willing to provide demonstrations to your staff and customers. The first step to building product knowledge is to acknowledge the need for it. Product knowledge training must also be consistent, engaging and customised. Due to COVID-19, customer sampling may be gone for the foreseeable future. Product knowledge is generally the ability to acquire as much knowledge about a product being sold. When representatives know their stuff, they’ll be able to outline all the key features and highlight the advantages of purchasing a particular product or service. Product Knowledge Retail Line April 13 Property of AIE - No Part May Be Copy or Reproduced. Would your connections like this too? After all, you don’t want to be making promises that you cannot keep. One of the most prominent advantages of having thorough product knowledge in customer service is increasing sales. When you understand these properly you can often help the customer to make a good buying choice that they otherwise might miss out on. You will be regarded by your peers as “the go to” person they come to for help and advice around the products. Build and manage a top-notch sales knowledge base. Take the time to hone these skills … And if there was a safety issue with a car in the past and this has now been fixed, again, you need to know this. It can be difficult, since many studies have shown that consumers often, believe they are more knowledgeable than store employees, We know customers are using their phones in-store to look up information—level the playing field by equipping your associates with. Be up to speed with the latest information about everything because you’ll never know when it will come in handy. It is also the set of processes around the product such as the planning, R&D, customer base (who is buying/using the product and for which purposes or goals), and knowing when it is time to end production of this particular version. Working our way up the ladder, next is the detailed level. Some brands might also opt to send physical promotional materials to stores and let associates relay additional information to customers. ), give staff a chance to try them out behind closed doors. How Product Knwoledge is built in retail training? It also means they can answer questions on the spot and overcome common customer objections. From the day a salesperson walks into your company to the day they retire, they are flooded with information – endless streams of … Knowing as much as possible about your products and services is a fundamental part of your role as a Retail sales Professional. You can do this because you have gained a deep understanding of what customers really need. Understanding your products' features allows you to present their benefits accurately and persuasively. In retail, that could mean remembering and appreciating repeat customers, forging a local connection with shoppers, putting your product knowledge to good use, and more. They then go back their stores and train their retail sales teams. But for items that would previously have been on the floor for testing (e.g., headphones at a tech store, snack foods at a grocery store, hand lotion at a beauty store, etc. The retail industry is constantly changing and there are always new challenges faced by the players in this competitive industry. With the importance of product knowledge in sales comes ‘the fit’. Familiarizing your product involves acquiring knowledge about its functions, features, application, support requirements, and anything else that concerns the product. It gives them confidence knowing they have something of value to tell the customer. 3 Footlogix Essential Information. Mobile devices also let employees remain up-to-date on any company memos about new products and special promotions involving particular products. The customer is at odds with you and it just feels like you aren't on the same page. When you are in this position people will talk more openly to you and…, I was in Dublin recently with a MAJOR player in the food retail industry and it reminded me of two of the very best retail sales tips that every store should use. But suppose similar products are available at similar prices in competitors’ locations. Good product knowledge will help even the most reserved sales associate. Employees need to understand a product, and effectively communicate its features and benefits to the customer. We recommend that you really get to understand the background and the history of your company. At the end of the week, reward the employee who demonstrated the most thorough product knowledge and provided the best solution to your hypothetical customer’s needs. And all of this is done without overloading people with information either. This knowledge will cover how products work, what they are made of, how they are used, ranges and options and limitations versus benefits. Some of them will be relevant to what you sell and others won’t but they will give you a flavour of what you need. UnderstandinEVOLUTIONg how your products and service have evolved over time is very useful to demonstrate your expertise and build confidence with your customers. All of these methods effectively transfer product knowledge to employees, who can then pass that knowledge along to customers. This is important for the customers as it is very important for the customer service agents and sales personnel. Retail employees can’t share their first-hand experience with products if they haven’t tried them out. Customers respond to enthusiastic sales staff who are passionate about their products and eager to share the benefits … It may all seem a little daunting, but let’s look at it one by one and you will soon get the idea. Yet more than 50% of shoppers. Customers are very much influenced by the reputation of the business they are buying from. Your knowledge and recommendations are sought after and you can lead training programmes for others. In addition to information about your competitors products, you also need to understand information about your industry as a whole and your competing organisations too. But there is more to it. I cannot stress enough the importance of product knowledge when it comes to making sales. Product knowledge is generally the ability to acquire as much knowledge about a product being sold. Ask, "Excuse me, but have I done something to offend you?" Interested in that role at Topshop? You need to be really up on all of the styles, colours or models available. This means that product knowledge is crucial to building effective sales and a lack of application of the right pieces of knowledge is frequently the reason people do not buy – and they don’t always tell you why either. At this level of knowledge you have added to your detailed understanding of your products and services by researching the wider market and the industry as whole. Below I’ve categorised the product knowledge that you’ll need into 12 main areas. Is there a purse the same style and pattern as this bag? An associate who is both knowledgeable and enthusiastic about a product will have the best chance of persuading a customer to buy it. This may sound a quite simple topic but you really need to have deep understanding of your product knowledge with regards to what you sell. PWC reports that product knowledge is the most important in-store attribute for 59% of shoppers surveyed: “ [Retailers] need to provide a convenient, frictionless in-store experience, with the added advantage of knowledgeable sales staff who can explain product offerings, the Number One preference of in-store shoppers, ahead of ambience." To succeed, research industry trends and market information, and simply build up your commercial awareness. So let staff take products out for a test run when new items arrive in-store to boost their product knowledge. The customer service exhibit a great level of confidence when they talk about the products that are beings sold by the company. You can take courses and brush up on your knowledge when there is down time in your store. Understand similar and complementary products. Footlogix Essential Assets. Because you have a real understanding of customers and their experience of your offerings, you are able to deal productively with customer problems and issues and guide them effectively to reach a solution. Be willing to risk the customer walking away without buying. Product knowledge ensures that sales professionals can communicate effectively and enthusiastically, building trust and confidence in customer relationships. Are they opening 3 new stores within 5 miles of your location? It’s not fair … Imagine trying to sell a product when you know nothing about it. At this level your expertise has been expanded as you become a recognised leader in sales and service. You need to step into the shoes of your customers and understand how they will use the product that you are selling and then show them if they need it. Does your product have any special manufacturing processes? It instills faith, trust, and respect in the customer, which creates a positive customer experience. Some of the time this knowledge can be gained by attending your internal courses but most of the time it will be down to you to hone and refine your skills. There is no point in re-using the same material twice or giving unnecessary information to those who do not need it. In that case, product knowledge could be the deciding factor that pushes consumers to buy something from your associates. They don’t need to be an expert, but they should be able to answer basic questions about the product and how it works. It’s very frustrating isn’t it, and there are many things that can go wrong with this. Product knowledge is crucial to building effective sales and also developing your skills and expertise. If you’re aware of the areas where they have an advantage over you then you can plan your response accordingly. It’s not only the written law that you need to think of but also the unwritten laws of being an ethical sales person with no lies or misleading information. Offers like providing insurance against accidental breakages can add an additional 10-15% on to the price of the item. Those who have learned everything they can about the products they sell have a distinct advantage over those who don’t. For example, if you’re selling holidays and there are some damning reports on trip advisor, but since the hotel has addressed the issues and are now receiving accolades, then you need to know this so you can advise your customers. Are your competitors expanding? Most retailers train their team to close out the register, stock shelves, and keep the floor clean. It instills faith, trust, and respect in the customer, which creates a positive customer experience. You must have all of the areas ready where you are far superior to your competitors to make it a level playing field. However, fashion merchandising services also represent a separate economic activity under the Specialized Design Services (code 541490) category. When a customer enters your store, the ultimate goal is to have them make a satisfying and well-informed purchase. So if you sell a large furniture item for example then you need to know the lead times of delivery – sometimes this can be weeks so you will need to inform the customer of this. To be of maximum service, mattress sales people must master the product knowledge and communicate the features and benefits in a way that shoppers can understand. Product knowledge is the ability to communicate information and answer questions about a product or service. Vendors whose products are available at your store have a vested interest in driving sales. Product knowledge is the most important tool for closing sales. A helpful aid in enthusiasm is knowing exactly what you're talking about. This authority that you have gained will help you deal with more difficult questions from customers with assurance and greater confidence. Another popular approach to our Retail Sales Training is where we train your store managers through a train the trainer programme. Details in these areas can vary by product or service offering, which can make quite a difference to your customers’ ultimate satisfaction. Have you ever been a sold a product only to be let down on the delivery? Brush up on your style and fashion sense. Your staff can learn from them as well, so they can share the same information with customers once the brand rep moves on to a different store. Of course, properly explaining a product includes physical descriptions like the color, model, and version, but also the functions, features, pricing, operational instructions, warranties, and support options available for any given item. Or, simply let the sales do the competing and reward the associate who sells the most of that “product of the week.” (Of course, praise and rewards can also be given for particularly great customer service and reaching overall sales targets.). Allow Hands-On Experience. You study relevant literature and industry publications. , managers can keep track of which staff members have or have not yet viewed messages, and all employees can easily share documents and images with their team. If you sell clothes and a customer really likes a dress that you’re selling but you haven’t got it in the ladies size and it’s at the end of the season, then you should know instantly several alternatives that you can offer her straight away. A really good salesperson with deep product knowledge can help make that connection. Improved product knowledge in retail creates confident store associates, happier staff and ultimately an increase in sales. In order to be a successful salesperson, you need to be confident in your product. You need to know all of the options here. In this handy guide, we’ll explain what product knowledge is, why it’s important to customer service, and how you can improve product knowledge at your retail business to boost sales at every location. Product knowledge is an essential sales skill. The retail industry is busy and constantly changing. However, not all retailers are experiencing the same adversity amid this global pandemic. There are some retailers that have a very strong persuasion power that they can convince you to buy something you are sure you did not need. Being up to date on these matters will enable you to have intelligent conversations with your customers about the latest and greatest and will really set you apart from someone who just works in retail as opposed to someone who is a true retail professional – someone that is a trusted advisor to their customers. Onboarding or new hire training is first. You can pick a “product of the week” for staff to know about and approach everyone individually to hear their sales pitch for it. Footlogix Retail Product Knowledge. Having a knowledgeable staff with enhanced product knowledge in retail is essential to providing customers with the information they need to make an educated decision. This field is for validation purposes and should be left unchanged. In other words, sales reps need to know how the product will benefit individual clients. And when staff provides enhanced product knowledge, it creates trust and brand loyalty, keeping customers coming back for future shopping needs. Without industry or product knowledge, you’re bound to fail in retail. Train your associates to, understand the products that they are selling, so that when a customer asks a question about a particular item, employees can answer them accurately and confidently. When customers step through the door, they expect a certain level of customer service. By making sure your sales staff is well-versed in the features and benefits of your product lines, you can boost the confidence of these key front-line employees. If you’re selling pushchairs can you open and close them easily and be able to demonstrate this to the customer? And does your company offer an online retail experience too? With these tips and tricks in mind, you’ll be able to improve your team’s product knowledge and drive in-store sales as a result. It is vital that you understand the relevant laws and controls over your goods, services and also the transactions that you have with your customers. If a customer needs something and your associate cannot confidently explain how a product will fit their needs, they’ll likely walk away from the purchase. It might seem obvious to know how to use the goods you are selling, but not everyone in sales has this understanding. 2. There’s also the fact that you can ruin any relationships you’ve built up with your customers. You will be secure in your knowledge and your customers will have the confidence they need to be able to buy from you. We’ve established that retailers get better results from knowledgeable employees. Want to improve your retail sales skills? Changes in fashion, taste, habits, the economy and so on should all be noted so you can adapt your approach accordingly. Product Knowledge for Retail Staff: Deli Meats is part of the Prepare to Serve Fresh Perishable Foods suite for employees. Train your associates to really understand the products that they are selling, so that when a customer asks a question about a particular item, employees can answer them accurately and confidently. By using software like Foko Retail, managers can keep track of which staff members have or have not yet viewed messages, and all employees can easily share documents and images with their team. When you have a good understanding of this history you are in a strong position to demonstrate why this product can now be the right choice. It is your baseline training about how to open and close a register, how to ring up a sale, how to ship, how to stock shelves, how to pick web orders, how to use mobile POS on tablets, etc. So make sure that you fully understand how your products and services are delivered to your customers if this is an option. It can be difficult, since many studies have shown that consumers often believe they are more knowledgeable than store employees. Ask questions to learn their preferences and needs and then you can focus on the most appropriate items to help the customer decide. It is difficult to effectively sell to a customer if we cannot show how a particular product will address his or her needs. Understanding and knowing everything this is to know about your products is only one aspect of selling a product. Product knowledge builds enthusiasm. It is considered an important knowledge area for any role that puts you in front of customers, investors or the media. Maybe a potential customer has heard of problems or drawbacks that have since been addressed by the manufacturers or providers. Shifting from a basic retail associate role to a sales specialist or retail sales manager job is a huge step up for your career. The definition of superficial in the dictionary is ‘only outwardly apparent rather than genuine or actual’. Can they also receive the item quicker if they pay more? You would know about operating systems in computers and phones; sizing and widths, materials and methods of construction in shoes, plus in each case much more information directly relevant to the products. Take this retail quiz and see if you’ve got what it takes or not to rule the retail industry. Read on to learn some of the benefits of knowing the products you sell. A really good salesperson with deep product knowledge can help make that connection. We’ve established that retailers get better results from knowledgeable employees. Benjamin Franklin summed it up when he said: “An investment in knowledge pays the best interest” – remember it well throughout your sales career because it’s so important. Importance of Product Knowledge. Some of your clients will want assurances and the peace of mind knowing that if anything goes wrong that they will be covered. © 2020 Foko Retail    153A Promenade du Portage, Suite 200   Gatineau, QC    Canada    J8X 2K4    +1 (877) 235-5808. Please share. They should also know that factors such as durability, support, and waterproofing are likely more important to the shopper than the color of the shoe or any other aesthetic choices. Retail sales training contains three different elements. Here are some of the key benefits of increasing product knowledge among your sales associates. Having a knowledgeable staff with enhanced product knowledge in retail is essential to providing customers with the information they need to make an educated decision. Markets are constantly changing and you need to keep on top of these changes. The merchandiser in coordination with the store manager must ensure that the products are according to the season as well as latest trends. The customer will be using it and when you can advise them on this aspect from your own experience you are more able to act as a Trusted Adviser. A chance to try them out behind closed doors read on to customer... Definition of Superficial in the … retail sales training techniques will also increase sales influential that... Creates confident store associates, happier staff and store managers to help them make satisfying. Ve categorised the product away without buying its performance and benefits to the price of the business are! Is down time in your product inside and out, you ’ ll struggle to do so they. Understanding about your products are sold enthusiasm will be secure in your product knowledge areas that will be in. 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