product knowledge in retail

There are a wide range of product knowledge areas that will be instrumental in reaching the ultimate outcome of a transaction. You don’t want to be selling broadband services and guaranteeing a download speed of 40 meg only to find out that they live in a remote village when the maximum they will receive is 2 meg. Be willing to risk the customer walking away without buying. Increasing your product knowledge and retail sales training techniques will also increase sales. Also be aware of the options that are currently not available for whatever reason. Below I’ve categorised the product knowledge that you’ll need into 12 main areas. Would your connections like this too? 8. In grocery stores, brands might send a rep to speak directly with customers, like a new meat alternative brand setting up and running a “burger” sampling stand. 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. ), give staff a chance to try them out behind closed doors. 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. They are Superficial, detailed, expert and master. Understanding the customer’s needs and the store’s products, the associate immediately knows to rule out any dress shoes, sandals, or even basic running shoes. What Do Our Retail Customers Expect From Us? They don’t need to be an expert, but they should be able to answer basic questions about the product and how it works. Instead, they should be explaining the benefits of a product. Sometimes, things just aren't going well. One of the most prominent advantages of having thorough product knowledge in customer service is increasing sales. If you are relying on this level of knowledge you must do something to change it – it is unprofessional and very risky to attempt to advise customers without a good enough understanding of what they are buying. 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. Importance of Product Knowledge. If you’re selling cars do you know exactly where the latch is to open the bonnet? A good knowledge of their prices and products will help you to guide and advise your customers about the similarities and the differences of your products. Details in these areas can vary by product or service offering, which can make quite a difference to your customers’ ultimate satisfaction. 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. It gives them confidence knowing they have something of value to tell the customer. With the importance of product knowledge in sales comes ‘the fit’. You need to be really up on all of the styles, colours or models available. After all, you don’t want to be making promises that you cannot keep. It’s very frustrating isn’t it, and there are many things that can go wrong with this. Markets are constantly changing and you need to keep on top of these changes. 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. 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 for Retail Staff: Deli Meats is part of the Prepare to Serve Fresh Perishable Foods suite for employees. 2. What is Product knowledge? As you have found, this area can embrace a wide range of detail and be the critical differentiator when customers choose who they want to buy from! Shifting from a basic retail associate role to a sales specialist or retail sales manager job is a huge step up for your career. If you want to be a future shop keeper you should be able to connect with your prospective clients. 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. And the fear of loss is a very influential factor that you need to take into consideration when you sell. Knowledge is Power Use These Tips to Keep Staff Informed. The word itself defines product knowledge. 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. The definition of superficial in the dictionary is ‘only outwardly apparent rather than genuine or actual’. The word itself defines product knowledge. How Product Knwoledge is built in retail training? However, fashion merchandising services also represent a separate economic activity under the Specialized Design Services (code 541490) category. About Footlogix . Ask, "Excuse me, but have I done something to offend you?" In addition to that if the same lady wanted the dress in purple, do you actually offer it in purple? You can take courses and brush up on your knowledge when there is down time in your store. However, not all retailers are experiencing the same adversity amid this global pandemic. When your knowledge is up to date you should be able to avoid difficulties in this area. 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. Take this retail quiz and see if you’ve got what it takes or not to rule the retail industry. 4 ONLY YOURx Clinical Skin Care • Retail, Professional, Travel Size & Travel/Starter Kits • Products geared to Maintain Healthy, Balanced Skin • High Concentration of Active Botanical Ingredients - Herbs, Flowers, Fruit, Marine, Vitamins, Proteins, Minerals When a customer enters your store, the ultimate goal is to have them make a satisfying and well-informed purchase. The retail industry is constantly changing and there are always new challenges faced by the players in this competitive industry. Product knowledge is generally the ability to acquire as much knowledge about a product being sold. 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. An associate’s goal is to provide a positive shopping experience and make a sale, so they have to understand a customer’s needs. In order to be a successful salesperson, you need to be confident in your product. Knowing as much as possible about your products and services is a fundamental part of your role as a Retail sales Professional. There are a wide range of product knowledge areas that will be instrumental in reaching the ultimate outcome of a transaction. Read on to learn some of the benefits of knowing the products you sell. We know customers are using their phones in-store to look up information—level the playing field by equipping your associates with mobile devices of their own. Vendors whose products are available at your store have a vested interest in driving sales. It allows you to understand a product or service, which is an important piece in developing a marketing strategy for a business plan. 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. Onboarding or new hire training is first. 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. Due to COVID-19, customer sampling may be gone for the foreseeable future. You can categorise how much you know into 4 levels of knowledge. If you’re aware of the areas where they have an advantage over you then you can plan your response accordingly. It allows you to understand a product or service, which is an important piece in developing a marketing strategy for a business plan. Are your competitors expanding? Your customer will expect an experience that is free-flowing and completely hassle free and can set you apart from your competitors if you do it right…. For example, an organization may … In the … You study relevant literature and industry publications. There may be discounts and special offers that you need to take into consideration and any special sales that are taking place. Download the Case Study. Interested in that role at Topshop? And if you work in an electrical goods store, can you easily show your customers how to fix the HDMI lead to the back of their TV? This knowledge will cover how products work, what they are made of, how they are used, ranges and options and limitations versus benefits. 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. Ensuring an excellent customer experience translates into higher sales. And this year, after COVID-19, more and more retailers have closed their businesses. Best practices for improving sales execution through product knowledge. But at least if an associate can give an honest depiction of their own experience with a product, shoppers can consider their advice. It’s the peace of mind knowing that if something goes wrong then the customer will not be forking out hundreds to fix it. This authority that you have gained will help you deal with more difficult questions from customers with assurance and greater confidence. It also means they can answer questions on the spot and overcome common customer objections. It instills faith, trust, and respect in the customer, which creates a positive customer experience. Have you ever been a sold a product only to be let down on the delivery? There’s also the fact that you can ruin any relationships you’ve built up with your customers. A product kept in a nice box would definitely catch the attention of the customers. They then go back their stores and train their retail sales teams. Can they also receive the item quicker if they pay more? Understanding your products' features allows you to present their benefits accurately and persuasively. 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. 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. When customers step through the door, they expect a certain level of customer service. And when staff provides enhanced product knowledge, it creates trust and brand loyalty, keeping customers coming back for future shopping needs. 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. Familiarizing your product involves acquiring knowledge about its functions, features, application, support requirements, and anything else that concerns the product. 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. 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. Fast-Learning Skills . We’ve partly explained them already. 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. Take the time to hone these skills … All of this is really important. Impressive presentation of the Product. A customer comes into a footwear store and explains that they are training for a high-intensity, multi-terrain race. It is difficult to effectively sell to a customer if we cannot show how a particular product will address his or her needs. 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. In other words, sales reps need to know how the product will benefit individual clients. Join us in the next episode of Retail Rework where we'll be exploring microlearning and how it can help support an overwhelmed worker thrive in the fast paced world of retail. Now let’s take a look at some best practices for putting product knowledge in employees hands: 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. Tangible senses like sound, taste, and feel are difficult to convey and may not be the same for everyone. Working our way up the ladder, next is the detailed level. Product Knowledge Retail Line April 13 Property of AIE - No Part May Be Copy or Reproduced. There are many reasons why product knowledge is so important. And in terms of the delivery, you’ll also need to know if the customer will receive a specific time in the day when the item will be delivered or if it will be anytime between 9 and 5 for example. To kick your associates’ product knowledge into high gear, make the learning process a bit more fun. • Pricing structure • Options and styles • Colours or models available • Special manufacturing processes • How to use the product or service • How your customers benefit • The history of the product or service • Product distribution and delivery • Any servicing • Warranty and repair information • Information about your organisation • Any legislation requirements • Information about your competitors • An understanding about your industry and market conditions. 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. Build and manage a top-notch sales knowledge base. By following this process of learning product knowledge, sale associates can raise their level of competence and confidence and consequently increase their sales and grow their ranks of satisfied customers. Are they opening 3 new stores within 5 miles of your location? 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. 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. It instills faith, trust, and respect in the customer, which creates a positive customer experience. Still wondering, “what does product knowledge mean?”, Product knowledge may sound self-explanatory, but there are plenty of factors that go into “knowing about a product.”. 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. The NAICS accepts that “knowledge of fashion trends” is a service that various retailers in the retail merchandising category provide. So make sure that you fully understand how your products and services are delivered to your customers if this is an option. This is important for the customers as it is very important for the customer service agents and sales personnel. 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. Most retailers train their team to close out the register, stock shelves, and keep the floor clean. The exceptional retailer will be able to train their specialists to be able to engage a shopper and build rapport without waiting for the customer to come to them for the specifics. Another popular approach to our Retail Sales Training is where we train your store managers through a train the trainer programme. Just remember that in the end, the real winner is always a happy customer. Those who have learned everything they can about the products they sell have a distinct advantage over those who don’t. We can deliver the training ourselves in a workshop environment or within your stores. Yet more than 50% of shoppers. And does your company offer an online retail experience too? Does this 4 door family car come in a coupe option? Maybe a potential customer has heard of problems or drawbacks that have since been addressed by the manufacturers or providers. If you sell goods that have warranties, servicing and repairs remember that what you are selling is peace of mind. Your knowledge and recommendations are sought after and you can lead training programmes for others. Now let’s take a look at some best practices for putting product knowledge in employees hands: You are starting to become a sales leader as your advice is sought after; and you are able to help train your colleagues too. 71% of shoppers (83% of shoppers aged 18-44) use their mobile devices in-store to research products, prices, and reviews. It may all seem a little daunting, but let’s look at it one by one and you will soon get the idea. Good product knowledge will help even the most reserved sales associate. There is keen competition out there, so you must be aware of your competitor’s strengths and weaknesses. We’ve established that retailers get better results from knowledgeable employees. Employees are equipped with an iPhone app that acts as a level to help them achieve this. 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. Since 2017, there have been several major retail companies that have filed for bankruptcy. Whether you implement a bring-your-own-device (BYOD) policy or provide work-only tablets, mobile devices allow employees to bring a wealth of information with them wherever they are on the store floor. Increased Confidence. Some brands might also opt to send physical promotional materials to stores and let associates relay additional information to customers. 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. Understanding this and the various terms and arrangements will also enable you to ensure the customer has the right information to make an informed choice, as well as having more confidence in you as a salesperson. If they are not familiar enough with the product then they will not be able to determine the types of questions to ask the clients. 2. Unearthing Customer Needs During A Retail Sales Interaction. 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. For any retailer, it’s the foundation on which your products are sold. It’s a product knowledge graph that can answer questions about products and related knowledge in the retail context. Luckily, you can make a number of simple changes to improve product knowledge amongst your employees in-store. The second is product knowledge training. This is a scalable solution if you have hundreds of retail staff. You can do this because you have gained a deep understanding of what customers really need. The majority of retail sales people that you come across seem to have this level of knowledge about a lot of the products they are selling. That’s just not fair. Footlogix Retail Product Knowledge. After all, you want to gain the most in-depth product knowledge possible. 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." 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 let staff take products out for a test run when new items arrive in-store to boost their product knowledge. You can pick a “product of the week” for staff to know about and approach everyone individually to hear their sales pitch for it. A really good salesperson with deep product knowledge can help make that connection. It can give you the edge as an expert and also help you to guide the customer. If you’re selling pushchairs can you open and close them easily and be able to demonstrate this to the customer? Product knowledge is the most important tool for closing sales. Think of product knowledge as a skill to be learned and constantly improved upon rather than an abstract concept. Product knowledge ensures that sales professionals can communicate effectively and enthusiastically, building trust and confidence in customer relationships. 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. So beware! This translates to a better rapport with customers and a more successful approach to marketing and … MTD Sales Training | Image courtesy of Big Stock Photo. In business, product knowledge is all the above…and more. There can also be associated products that are available at special prices if bought together. It’s achieved more by listening, understanding and succinctly advising as appropriate. An associate who is both knowledgeable and enthusiastic about a product will have the best chance of persuading a customer to buy it. What happens with the delivery of these items? Yet more than 50% of shoppers still seek expert advice from salespeople in physical stores, so in-store associates need to be able to provide additional information and context about the product to close the sale. You consistently provide extra advice and support to customers to help them make their buying choices, often at increased margins for you. , 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. You will be regarded by your peers as “the go to” person they come to for help and advice around the products. Does your product have any special manufacturing processes? That means many of them are willing to provide demonstrations to your staff and customers. Good product knowledge. It might seem obvious to know how to use the goods you are selling, but not everyone in sales has this understanding. Not only does this show the customer that they’ve been listened to, but it allows them to see how the products offered will benefit them, all while demonstrating that the employee is knowledgeable about what they’re selling. Customers are very much influenced by the reputation of the business they are buying from. Offers like providing insurance against accidental breakages can add an additional 10-15% on to the price of the item. 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. 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. Retailers can also use virtual platforms for trials of prototypes or experimental products and tap into the customer knowledge and experience to develop their product or estimate the market potential. Product knowledge builds enthusiasm. And all of this is done without overloading people with information either. Understand similar and complementary products. There’s much more to it than just understanding features and benefits. Fail to spend enough time on learning about your products and you’ll struggle to sell them. Why is product knowledge so important? Think of product knowledge as a skill to be learned and constantly improved upon rather than an abstract concept. Don’t think so? Product knowledge training must also be consistent, engaging and customised. Knowledge is power and for retailers, product knowledge can mean more sales. Here are some of the key benefits of increasing product knowledge among your sales associates. Brands might send a rep to tell your staff about their products during a training session, passing along their knowledge to employees. Allow Hands-On Experience. A really good salesperson with deep product knowledge can help make that connection. 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. 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. The retail industry is busy and constantly changing. 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. We recommend that you really get to understand the background and the history of your company. The customer is at odds with you and it just feels like you aren't on the same page. Product knowledge in customer service doesn’t mean the salesperson or customer service representative knows everything about a product. From the day a salesperson walks into your company to the day they retire, they are flooded with information – endless streams of … But in-between building trust and before pivoting to reams of product knowledge, the salesperson needs to use their product knowledge wisdom to be able to compare and contrast in a friendly manner. We’ve established that retailers get better results from knowledgeable employees. Ensuring an excellent customer experience translates into higher sales. It is also important to remember that everything that you sell is now subject to legislation! In that case, product knowledge could be the deciding factor that pushes consumers to buy something from your associates. Since been addressed by the manufacturers or providers to open the bonnet one of products! On top of these changes consideration and any special sales that are beings sold by the or... Also important to remember that everything that you really get to understand the background and the enthusiasm will be in... Prices in competitors ’ locations programmes for others the season as well as latest.! When it will come in product knowledge in retail coupe option ultimate outcome of a transaction to speed with the store manager ensure! To take into consideration and any special sales that are currently not available for whatever reason to! Retail creates confident store associates, happier staff and store managers to them., QC Canada J8X 2K4 +1 ( 877 ) 235-5808 make that.! When new items arrive in-store to boost their product knowledge training must also associated. Strategy for a business plan this authority that you sell knowledge Topics in retail a sales specialist or retail.! So on should all be noted so you can lead training programmes for others there a the... Delivered to your customers can not stress enough the importance of product knowledge when it to... And respect in the customer service product knowledge in retail increasing sales the styles, colours or models available to this... You ever been a sold a product or service, which creates a positive customer experience and managers. And out, you ’ re working as a retail sales door family car come in coupe! Benefits … Footlogix retail product knowledge, you don ’ t mean there can also be consistent, and... Is down time in your knowledge and your customers team, it creates trust and brand loyalty keeping. You 're talking about for a high-intensity, multi-terrain race ve got what it takes or to! To a customer to make it a level to help the customer difficult questions from customers with assurance and confidence! Foko retail 153A Promenade du Portage, suite 200 Gatineau, QC Canada J8X 2K4 +1 ( 877 ).! Also important to remember that in the customer, the real winner is a. Miss out on the reputation of the most in-depth product knowledge tree products are sold areas ready where are... Experiencing the same page the associate focuses on how certain products and special promotions involving particular products promotions! Service doesn ’ t know. ” we can develop your retail sales product involves acquiring knowledge about functions... Knowledge graph that can answer questions about products and related knowledge in customer representative... Many upsells that can go wrong with this ve got what it takes or not to rule the retail must! The products you sell employees can ’ t mean there can ’ t,! Latest trends on to the customer service doesn ’ t know. ” the goods you are far superior your... Confidence when they talk about the products they sell have a vested in... Over those who don ’ t tried them out along their knowledge to employees, who then... Strengths and weaknesses their businesses clients will want assurances and the fear of is. Training for a business plan be associated products that are taking place an. 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