I can’t stress enough the importance of product knowledge when it comes to making retail sales. Those who have learned everything they can about the products they sell have a distinct advantage over those who don’t. Given the option, customers will choose to talk to the person who knows the most about the product they are considering.
Good product knowledge will help even the most reserved sales person. It gives them confidence knowing they have something of value to tell the customer.
Make no mistake about it, in the retail sales business you had better know your stuff.
Having said all that, I must also point out that overuse of product knowledge can be a very bad thing. How, you say?
I went to a certain white goods store to buy a washing machine. As I entered I was greeted with a warm, welcoming smile and a very enthusiastic ‘hello’. The salesperson approached me and started to tell me about a current promotion. She did a great job letting me know how much she knew about the product. I was impressed with her presentation of the product and, of course, her knowledge of the different brands, where they came from, how well they performed, their energy efficiency, how much water they used, and, and, and.