Use This With Your Product Knowledge To Get More Customers

September 24, 2012

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.

The only problem is that the sales person 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 are your customer needs and/or wants. You will get your chance to dazzle the customer with your brilliant 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.

To your abundant success,

Leon Skaliotis – Founder, Retail Fundamentals.

Leon Skaliotis is a recognised retail consulting specialist in Melbourne, Australia, who  successfully coaches Melbourne retail owners on how to create highly profitable businesses by attracting shoppers and converting them into loyal fans.

Take the next step… If you’re thinking of taking your business to the next level and beyond, get on board my individually tailored retail programs. If you’re not happy with your performance, now is the time to build momentum to make the next financial year your best ever. It is possible.

The fast working principles from my exclusive programmes, My Retail Success and The Outside In Method come with a 100%  Satisfaction Guarantee and enable Melbourne retailers to:

  • Attract and Keep more Customers
  • Substantially increase their Profit
  • Increase the Value of each business
  • Free up more of their  Time

To receive your complimentary copy of “Retail Secrets Every Owner Should Know” click:

You can contact Leon Skaliotis direct on (+61) 0425 83 3344  or email:


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