One of the main ways that you can use to stand out in a retail environment is through your product knowledge. Great product knowledge shows that you are professional and that you want your customers to have up-to-date, relevant information.

The advent of technology means that customers are more informed than they have ever been. They can use the internet to research products before they even leave the house. This places the sales person at a disadvantage as often the customer has more or as much information as the sales person does. So, one of your main goals is to work on building this knowledge at all times.

To learn how to steer your success as a team leader, the ARA Retail Institute runs multiple workshops on leadership and team culture. Join the ARA Retail Institute in their latest workshop on developing a category financial plan.

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Use product knowledge to consolidate the sale

You can never have enough product knowledge. Customers may ask you a variety of questions specific to their needs and you must be able to answer them confidently and accurately. Good product knowledge enhances your chance of making a sale.

You should be able to answer questions that a customer may ask; for example:

• What is the product used for?
• How does it work?
• How will it help me?
• How much does it cost?
• What is it made of?
• What are its advantages over the products of a competitor?

Often when customers are considering a purchase they are unsure about whether it is the right product for them. Your product knowledge can help to reassure the customer. That extra bit of information can make all the difference.

There are a number of different ways that you can use to build your product knowledge. These can be categorised into first hand and second hand information.

Provide customer with relevant information

It is important to ensure that your customer is given accurate information about the product or service that they are purchasing. Obviously all the information that you give your customers during the sales process should be correct. If you are unsure of any details, don’t lie to the customer. Explain to them that you don’t have that information at the moment, but that you would be happy to research and get back to them. You may even be able to provide your customer with a catalogue or brochure which will give them extra information relevant to their needs.

You may also need to explain the warranty or guarantee that applies to a particular product. This is where your expert product knowledge can be used to give the customer the details that they need to know.

About ARA Retail Institute

ARA Retail Institute is Australia’s leading retail training provider for both accredited and non-accredited learning programs. For more information, please visit: www.retailinstitute.org.au