Knowledge is power and for retailers, product knowledge can mean more sales. It is difficult to effectively sell to a consumer if we cannot show how a particular product will address a shopper's needs. Read on to learn some of the benefits of knowing the products you sell.
Strengthens Communication Skills
Having a thorough understanding of the products on the shelves can allow a retailer to use different techniques and methods of presenting the product to customers. Stronger communication skills will allow a salesperson to recognize and adapt a sales presentation for the various types of customers.
Seeing someone completely enthusiastic about a product is one of the best selling tools. As you generate excitement for the product, you remove any uncertainty the product may not be the best solution for that customer. The easiest way to become enthusiastic is to truly believe in the product.
If a customer isn't fully committed to completing a sale, the difference may simply be the presence (or lack) of confidence a salesperson has towards the product. Becoming educated in the product and its uses will help cement that confidence.
Assists in Overcoming Objections
Objections made by customers may be struck down with factual information regarding the product. That information usually comes in the form of product knowledge. Being well versed in not only your products, but similar products sold by competitors, allows you to easily counter objections.
How to Gain Product Knowledge
- Marketing Literature
- Sales Reps
- Training Sessions
- Role Playing
- Practical Use
It is important to understand how the product is made, the value of the product, how the product should and can be used, and what products work well together.
What to Know About Your Products
- Pricing structure
- Styles, colors or models available
- History of the product
- Any special manufacturing process
- How to use the product
- Product distribution and delivery
- Servicing, warranty and repair information
It may take a while to easily articulate your product knowledge, especially with new products, but over time you'll become comfortable and confident in providing the correct information to shoppers. That confidence will pay off in improved sales results.