Knowledge is power. That’s a fair statement. In business, product knowledge can equate to better service and the ability to overcome objections resulting in more sales. Let’s face it – we need to be the expert when it comes to the products we sell. In small business, not only does the owner/manager need to know it all but so does each employee that consumers may turn to with questions. Do you invest time in product knowledge sessions with your staff, distributors and even your customers? Here are some of the benefits of improving product knowledge:
Builds Confidence: The more comfortable and knowledgeable you and your people are with the products they sell, the more confident they will feel in responding to questions, and recommending product. I hate going into a store and asking “what’s this like” only to have the clerk behind the counter respond “I don’t know much about that product”. It always reflects poorly on the owner/manager for inadequate training.
Overcomes Objections: When you know your product inside out objections become much easier to handle. You can relate to customer concerns but because you are the product expert you can handle their concerns with confidence and fact regarding the product.
Competition Awareness: Knowing your product is imperative, knowing your competitors product is smart business! You can bet that your customer has done some of their own research on your product and have compared it to the competitor’s product. Do you know your main competitors product? Are you familiar with their marketing mix? Can you compare statistical information between your product and the competitors?
Boosts Enthusiasm: Enthusiasm creates attraction! The more you learn about your products the easier it is to share your knowledge. You also reduce uncertainty that the customer may have once they hear how excited you are about what you sell!
Here are 3 great ways to expand your product knowledge
PK Training Sessions: I always remember my Product Knowledge training sessions from when I was a teenager selling running shoes! As a part time sales associate, I knew the importance of knowing the features and benefits of what I was selling to the customer. Even as a teen, I liked the idea that I was the “expert” and could confidently help a customer when they entered the store on my shift. PK sessions are good for all staff. Keep them short, fun and to the point. Don’t drown them in information overload. Discuss features and benefits, provide important take away information, and reiterate what you want the outcome to be. (What information do you want them to take away from the session, and pass on to the customer).
Use the Product: This is when I wish I worked in a bake shop and was forced to try every creation sold! Using your product or seeing your product in use is perhaps the best way to become more knowledgeable. It not only gives you the ability to use, smell, touch, taste, view, hear, and see how it works but you can honestly promote the best of the product to your customer.
Brochures/Flyers: Obtain as much written information as you can on the products you sell. Many manufactures will supply hand outs on different product lines. Read up on the features and benefits the products you offer until you know and understand them fully. Share written info with your customers. Hand out brochures to enhance the customers’ product knowledge as a backup to the information you have shared with them.
What’s the Bottom Line? The more you know about your products, the easier it is to sell them.
Here's hoping you have a knowledgeable week!
Barb
List of important NEED TO KNOW items about your product
• Price
• Product options
• Styles, colors or models available
• History of the product
• How it is made or any special manufacturing process
• Product use
• How to use the product
• Product distribution and delivery timelines and process
• Warranty/repair info
• Service plans
• Competitors product equivalent
