I cannot
stress enough the importance of product knowledge when it comes to making
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 would 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 associate. It gives
them confidence knowing they have something of value to tell the customer.
Make no
mistake about it, in the 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 specific store to purchase a specific product. 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 ingredients and where they came from and how good the
ingredients would be for my skin and, and, and.
The only
problem is that the associate did not stop talking about the product long
enough to find out what I needed or wanted. She did not find out why I was
in the store in the first place.
Listening
is more beneficial than talking, particularly because you need to figure out
what your customer needs and/or wants. You will get your chance to dazzle
the customer with your knowledge of the product only if you can keep the
customer engaged long enough to start building rapport. Don’t blow it early
by going on and on about a product that your customer may have no interest
in whatsoever. To figure this out ask questions and listen carefully to what
she is saying and then use your knowledge appropriately. Otherwise, it’s a
waste of your time and theirs. Your time aside,
customers of today do not feel warm and fuzzy about someone who wastes
their time. Don’t be that
someone.
Always
remember that your objective in using product knowledge in the sales process
is to procure an immediate or future sale, not to showcase your talents.
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