Customers may expect that your sales team is Google and can answer all their questions. Otherwise, they will leave or at least doubt it. I guess that’s the main reason why product knowledge is important. Come on, let’s discuss the benefits, elements and ways to develop product knowledge in more depth!
What is Product Knowledge?
Quoting an article on Indeed, product knowledge is a deep understanding of the products a company offers so that staff can explain the value of these products effectively to customers.
By having this knowledge, the sales team can help customers feel satisfied with their purchases and inspire them to make repeat purchases in the future.
Benefits of Product Knowledge
Although product knowledge is often associated with sales benefits, it actually provides broader benefits. Not only for company profits, but also for consumers and the sales team itself. The following is the explanation.
1. Help employees provide accurate information
Employees who have a deep understanding of the product will find it easier to answer customer questions and provide factual information about the product.
This helps customers receive accurate product information so they can make more strategic purchasing decisions.
In addition, the sales team can be more confident because they are sure they are able to answer needs and provide solutions to pain points experienced by customers.
2. Increase Enthusiasm and Drive Sales
The benefits this time have a big impact on the company. Employees who understand products and show interest in the products they sell can create a positive impression in the eyes of customers.
In addition, knowledge and a desire to share product benefits can influence optimistic customers to become more confident in making a purchase.
This increases customer enthusiasm, and can even encourage greater sales. Either at that very moment, or at another time.
3. Build Trust with Customers
The benefits of product knowledge can also be felt by customers. Well-informed customers will be satisfied and will not regret their purchase.
They will even value seeing your sales team as people they can rely on because they have provided complete and correct product information—so they can get greater benefits than competitors’ offers.
Indirectly, good product knowledge can build customer trust and increase the chances of repeat purchases—and make them repeat customers.
Elements of Product Knowledge that Need to be Taught to Employees
The following are some important things employees need to know about company products.
1. Customers
As a business owner, you need to make sure your staff knows their customers—what they’re looking for, their motivation for coming to the store, their purchasing power, and so on. That way your team can quickly analyze customer needs and choose the right product for them.
2. Brand
Each brand has a positioning strategy, mission statement, and unique selling point that differentiates it from other brands. In understanding the product, these values must also be understood and absorbed by employees so that they can continue them in their daily interactions with customers.
3. Customer Journey
Employees also need to understand that each product may have a different customer journey. So, you also need to train them at what stage customers are at when they come to the shop. For some products, customers may not make a purchase immediately, until they return on their next visit.
4. Industry Competition Situation
What happens if customers suddenly ask what your employees think about the advantages/disadvantages of the products you sell compared to those of your competitors? In this case, only employees who understand the competitive situation can explain the differences between the two and the reasons why customers should choose your product.
5. Product features and functions
Without knowing the product features, you won’t be able to predict anything. Customers definitely hope to get an explanation of the features of the product. At a minimum, when customers ask, the sales team can answer and provide a solution.
6. Price Structure
It’s normal for customers to want to know the price of a product before making a purchase. They will use this information to compare one product with another. Only trained employees can ensure that your product offers value for money.
7. Complementary Products
Good product knowledge also has the potential to create upselling. Previously, customers only wanted to buy cellphones, but because your employees have complete product knowledge, they can advise customers to buy screen guards and casing protectors to provide extra protection.
8. Customization
There are times when companies also offer customization to their existing products. In this case, employees also need to know that your company allows customization and be ready to discuss it with customers.
9. List of Frequently Asked Questions
In clothing stores, questions about what materials to use, how to wash them, and whether they can be tumble dried are common. So, it’s better if you prepare a list of common questions and answers so that employees are ready when facing them.
How to Introduce Product Knowledge
You can’t immediately expect that your employees will immediately understand the products offered just because they apply to your company! This is a structured learning process that the company provides to its employees. Here are the methods.
1. Structured Product Training
Create an onboarding program for new employees so they understand the products being sold. Apart from that, you may also need to conduct regular training, especially if there are updates or new product launches.
2. Product Guide
Provide complete manuals and guides about the features, specifications and how to use the products you sell so that employees can learn about them independently. You can also use videos, infographics, or interactive presentations to help them understand the product more easily.
3. Hands-On Experience
Give the team the opportunity to try and use the product directly. This will help them understand the real advantages and disadvantages of the product. If possible, you also need to buy competitors’ products so that employees can understand the differences.
4. Show Feedback from Customers
You can also share customer feedback so employees can find out how their customers respond to the product. This also includes a review of purchasing patterns, an overview of the customer journey, and what products customers are most interested in. You also involve the sales or customer service team to add technical details.
5. Real Scenario Simulation
You can also use scenarios so that employees can gain an understanding of real situations when dealing with customers. You can also use this practice session to simulate difficult situations or complicated questions to hone their ability to explain the product.
6. Stay Up-to-Date
Make sure the team is always informed of any updates or changes in the product. Including current industry trends so they know how products can adapt to current market needs.
7. Evaluation and Measurement
Conduct quizzes or tests to ensure the team understands the product well. Ask for feedback on what other supports could help them learn more effectively.
That’s all the product knowledge that can help you train employees in serving customers. You can also show sales data recorded in the Labamu application to provide an overview of current customer trends and preferences.
