Look at some of these findings from a recent survey by Tulip Retail*: 83% believe they are more knowledgeable than retail store associates Improve Retail Employee Product Knowledge And Productivity. And if there was a safety issue with a car in the past and this has now been fixed, again, you need to know this. In business, product knowledge is all the above…and more. Generally, the onboarding phase of retail sales training takes from 5-10 hours. This means that product knowledge is crucial to building effective sales and a lack of application of the right pieces of knowledge is frequently the reason people do not buy – and they don’t always tell you why either. Stronger communication skills will allow a salesperson to recognize and adapt a sales presentation for the various types of customers. There are a wide range of product knowledge areas that will be instrumental in reaching the ultimate outcome of a transaction. Product knowledge is the ability to communicate information and answer questions about a product or service. Offers like providing insurance against accidental breakages can add an additional 10-15% on to the price of the item. When customers step through the door, they expect a certain level of customer service. Chunk training content into bite-sized pieces: one module per product or service. Be up to speed with the latest information about everything because you’ll never know when it will come in handy. The challenge is to make them realistic. We can develop your retail sales staff and store managers to help them take their game to the next level. It’s the peace of mind knowing that if something goes wrong then the customer will not be forking out hundreds to fix it. It is considered an important knowledge area for any role that puts you in front of customers, investors or the media. This video is about Product Knowledge 1. If you know your product inside and out, you are able to give information as needed and the enthusiasm will be organic. Publishing training content online also makes it easier to refresh when products are updated. There is keen competition out there, so you must be aware of your competitor’s strengths and weaknesses. Changes in fashion, taste, habits, the economy and so on should all be noted so you can adapt your approach accordingly. Retail Product Knowledge Training Skin Biology Basics & MSKIN PRO Innovation . At this level your expertise has been expanded as you become a recognised leader in sales and service. And there are many upsells that can take place at the point of sale too. Gain an NCFE qualification in retail knowledge. Skip navigation Sign in. Perspectives and expertise by and for learning leaders. View a Sample Customer Service Training Course. Some of the time this knowledge can be gained by attending your internal courses but most of the time it will be down to you to hone and refine your skills. For example, if you’re selling holidays and there are some damning reports on trip advisor, but since the hotel has addressed the issues and are now receiving accolades, then you need to know this so you can advise your customers. You study relevant literature and industry publications. All of this is really important. You can point out any special areas of difficulty or general misunderstandings people may have – and when you balance these against the benefits the customer receives you can make more sales, increase trust and improve customer satisfaction. Ask questions to learn their preferences and needs and then you can focus on the most appropriate items to help the customer decide. Practice 2: Blending Classroom Training with Online Training. Are they opening 3 new stores within 5 miles of your location? You would know about operating systems in computers and phones; sizing and widths, materials and methods of construction in shoes, plus in each case much more information directly relevant to the products. Because you have a real understanding of customers and their experience of your offerings, you are able to deal productively with customer problems and issues and guide them effectively to reach a solution. When your knowledge is up to date you should be able to avoid difficulties in this area. If you’re selling pushchairs can you open and close them easily and be able to demonstrate this to the customer? UnderstandinEVOLUTIONg how your products and service have evolved over time is very useful to demonstrate your expertise and build confidence with your customers. It’s also an important criteria for judging the quality of customer service in a company. And then there’s the distribution and availability of the product or service. If you’re aware of the areas where they have an advantage over you then you can plan your response accordingly. Benjamin Franklin summed it up when he said: “An investment in knowledge pays the best interest” – remember it well throughout your sales career because it’s so important. Some of them will be relevant to what you sell and others won’t but they will give you a flavour of what you need. A product kept in a nice box would definitely catch the attention of the customers. It’s achieved more by listening, understanding and succinctly advising as appropriate. And the fear of loss is a very influential factor that you need to take into consideration when you sell. Good discovery skills are essential if you are to reach the top level of retail sales: being recognised as a trusted advisor by your customers. It’s rooted in the areas of Brand and Product Knowledge, Selling, Functional and Leadership Skills. The customer will be using it and when you can advise them on this aspect from your own experience you are more able to act as a Trusted Adviser. They skirt over the details and seem to rely on appearing knowledgeable rather than really understanding the real information they should be aware of. Explore the retail selling process. It is vital that you understand the relevant laws and controls over your goods, services and also the transactions that you have with your customers. We mentioned previously about the importance of understanding about your industry as a whole. You need to build sales knowledge so your team can speak fluently about: The customer needs you solve They are Superficial, detailed, expert and master. 5. Provide product refresher training. You will be secure in your knowledge and your customers will have the confidence they need to be able to buy from you. You will contribute to product and service development, making suggestions on how they are made and marketed. Markets are constantly changing and you need to keep on top of these changes. Pair learners together so that one can practice being the customer and one can be the salesperson, practicing common objections and questions before they are in the field. The employees should have full knowledge on new products so that they can satisfy the customer needs. They then go back their stores and train their retail sales teams. You can take courses and brush up on your knowledge when there is down time in your store. Unearthing Customer Needs During A Retail Sales Interaction. Often, when we think of sales training, what we are really thinking of is product knowledge training – educating sales and other professionals about a company’s products or services. When you understand these properly you can often help the customer to make a good buying choice that they otherwise might miss out on. Product knowledge is essential to run the meat department smoothly. This may sound a quite simple topic but you really need to have deep understanding of your product knowledge with regards to what you sell. Your customer will expect an experience that is free-flowing and completely hassle free and can set you apart from your competitors if you do it right…. Here are some best practices for product knowledge training. That’s narrow thinking. Product knowledge online training helps your sales force seal the deal. Product knowledge builds enthusiasm. Product training: In the retail industry, the familiarity of the staff with products is important as they deal with the customers directly. This will cover the features of each of the items in your ranges and will give you the ability to help the customer compare different options properly. It is also important to remember that everything that you sell is now subject to legislation! Use role-plays, simulations, game mechanics and other techniques to provide opportunities for sales professionals to apply their product knowledge in real-life situations. Other key aspects are the changes that have taken place to improve its performance and benefits. There may be discounts and special offers that you need to take into consideration and any special sales that are taking place. You can do this because you have gained a deep understanding of what customers really need. This knowledge includes information about the particular product they are selling but also the story behind the product – how it was made, what … You participate in webinars and attend trade shows voluntarily and you pro-actively liaise with suppliers, manufacturers and service providers. Solid knowledge about your product coupled with parallel information about similar products sold by your competitors—gives you that added advantage to easily counter objections. Understanding this and the various terms and arrangements will also enable you to ensure the customer has the right information to make an informed choice, as well as having more confidence in you as a salesperson. For example, an organization may offer product knowledge training for executive management, sales, marketing and customer service roles. Pairing Sales Enablement Technology and Training Content for Continuous Learning. In this course, we will talk about pork primal and subprimal cuts. If you’re selling cars do you know exactly where the latch is to open the bonnet? When you have a good understanding of this history you are in a strong position to demonstrate why this product can now be the right choice. Therefore, it is vital that the retail staff have an in-depth knowledge of the product or service they are representing. Want to improve your retail sales skills? Microlearning helps employees process and retain information, and limiting modules to a single topic can prevent cognitive overload. We recommend that you really get to understand the background and the history of your company. Pay attention to the rules and guidelines that you train employees on. “Knowledge retention can be enhanced with knowledge management tools, the use of technology, newsletters, best practice examples, publications, and most importantly, monthly staff recognition.” 7. You must have all of the areas ready where you are far superior to your competitors to make it a level playing field. The other side of the coin is sales knowledge. You don’t want to be selling broadband services and guaranteeing a download speed of 40 meg only to find out that they live in a remote village when the maximum they will receive is 2 meg. A good knowledge of their prices and products will help you to guide and advise your customers about the similarities and the differences of your products. As you have found, this area can embrace a wide range of detail and be the critical differentiator when customers choose who they want to buy from! This area can be really useful to you when customers have choices – so make sure that you know the options that are available but avoid presenting too much information at once. It is also the set of processes around the product such as the planning, R&D, customer base (who is buying/using the product and for which purposes or goals), and knowing when it is time to end production of this particular version. Below I’ve categorised the product knowledge that you’ll need into 12 main areas. This is at the very top of the product knowledge tree! Units include: Understanding the business of retail; Understanding customer service in the retail sector The retail sector is a significant contributor to the UK economy, employing approximately 4.9 million people and generating £406 billion in sales in 2017. Product knowledge ensures that sales professionals can communicate effectively and enthusiastically, building trust and confidence in customer relationships. MTD Sales Training | Image courtesy of Big Stock Photo. If sales professionals can access product information quickly and easily, they are more likely to use it when and where they need it, even when they’re on the road. Understand customer service in the retail sector. There can also be associated products that are available at special prices if bought together. It is important to have the most up-to-date product knowledge when working in the meat department. Some of the time this knowledge can be gained by attending your internal courses but most of the time it will be down to you to hone and refine your skills. You need to achieve a minimum of seven credits from a range of units for the award, and a minimum of 13 credits to achieve the longer certificate. To be successful, sales professionals need the selling skills to communicate value and close deals. The definition of superficial in the dictionary is ‘only outwardly apparent rather than genuine or actual’. Instead of just selling a product, sales reps will be partnering with customers to solve their problems – a much more effective tactic. The packaging of the merchandise goes a long way in improving the brand value of the product. Can I have a different mobile if I choose a 36 month contract? Search. If you sell goods that have warranties, servicing and repairs remember that what you are selling is peace of mind. Product training with emphasis toward product knowledge will be more effective in helping you deliver customer experiences that “Wow” before your competitors do. What Makes a Great Training Organization? Being up to date on these matters will enable you to have intelligent conversations with your customers about the latest and greatest and will really set you apart from someone who just works in retail as opposed to someone who is a true retail professional – someone that is a trusted advisor to their customers. Would your connections like this too? Team members can complete them between customers in a self-directed manner and you can track results via the web. If you want to be a future shop keeper you should be able to connect with your prospective clients. You can categorise how much you know into 4 levels of knowledge. Strengthens Communication Skills. There is no point in re-using the same material twice or giving unnecessary information to those who do not need it. An example could be the special treatment of certain carpets with a stain protection agent as standard or how a piece of furniture is hand made by a master craftsman or how each of your products is created locally without the need to outsource to China or Taiwan. Some of your clients will want assurances and the peace of mind knowing that if anything goes wrong that they will be covered. Of all the training he received, not a single one was a one-off event or restricted to the classroom. There’s no need to reinvent the wheel when you have experts already in your company! If you’re selling designer bags, can you easily demonstrate how to attach the shoulder strap and also the 2 hidden pockets on the inside of the bag? If sales professionals aren’t selling one particular product every day, they will need reminders on what the products are and what customer problems they solve. You need to know all of the options here. You need to be really up on all of the styles, colours or models available. The display of the products at the retail store must entice the customers. Without value-adding product training, a marketing team cannot reach the right market, and a sales teams will fail to answer the critical questions customers are looking for. It is important to get acquainted with the different types of animal carcass cuts. Product knowledge training is an essential component to a business’ success. So, when we develop branching scenarios for retail sales associates, we use real-life scenarios and responses from store associates. Also be aware of the options that are currently not available for whatever reason. If you sell clothes and a customer really likes a dress that you’re selling but you haven’t got it in the ladies size and it’s at the end of the season, then you should know instantly several alternatives that you can offer her straight away. This is a scalable solution if you have hundreds of retail staff. And in terms of the delivery, you’ll also need to know if the customer will receive a specific time in the day when the item will be delivered or if it will be anytime between 9 and 5 for example. Short, bite-sized videos can demonstrate products or services quickly and effectively, providing a concrete, visual memory for salespeople to draw on later. Is there a purse the same style and pattern as this bag? How to Train on Product Knowledge The problem is most sales training focuses on building sales skills. Product knowledge & sales training at Wranx can give your team the right tools to perform to their full potential and improve your bottom line. Know when to enforce rules and when to give employees room to be creative. Having a deep knowledge of how your products are made and put together can be very helpful. This 1 day course is intended for individuals dealing with the selling and promotion of products through customer interaction in a wholesale and retail environment. Award in Retail Knowledge; Certificate in Retail Knowledge. The Question \"How to Train Retail Employees\" Is Best Answered by But how can you update your online training program on a regular basis to reflect the latest features and specs? Impressive presentation of the Product. In closing and to reiterate the importance of … While sales skills are essential, they are only one side of a very important coin: capability. Working our way up the ladder, next is the detailed level. There are some retailers that have a very strong persuasion power that they can convince you to buy something you are sure you did not need. So if you sell a large furniture item for example then you need to know the lead times of delivery – sometimes this can be weeks so you will need to inform the customer of this. Maybe a potential customer has heard of problems or drawbacks that have since been addressed by the manufacturers or providers. You need to step into the shoes of your customers and understand how they will use the product that you are selling and then show them if they need it. When the UK financial service industry went down that route they ended up paying out billions in compensation. Product knowledge is generally the ability to acquire as much knowledge about a product being sold. Make sales training content and job aids available online and on multiple types of devices. If sales professionals aren’t selling one particular product every day, they will need reminders on what the products are and what customer problems they solve. There should be no surprises if a customer springs on you that a competitor is offering the very same product for 10% less down the road. Product Training. Please share. So beware! What Do Our Retail Customers Expect From Us? Or if certain products were recalled off the shelves because they were faulty – then you need to be in the know. At this level of knowledge you have added to your detailed understanding of your products and services by researching the wider market and the industry as whole. So make sure that you fully understand how your products and services are delivered to your customers if this is an option. What happens with the delivery of these items? The PUMA Retail training curriculum encompasses the skills needed to ace day-to-day business. The most trusted source of information on the business of learning. Product knowledge training must also be consistent, engaging and customised. For new and existing staff, product training can be delivered remotely and with results of each individual tracked, Create courses such as this sample to engage and inform your staff: Try our Sample Barista Knowledge Quiz Product knowledge training can transform employees from sellers to client partners. This video is about Product Knowledge 1. Product knowledge is crucial to building effective sales and also developing your skills and expertise. This is important for the customers as it is very important for the customer service agents and sales personnel. In order to be a successful salesperson, you need to be confident in your product. Does your product have any special manufacturing processes? It’s not only the written law that you need to think of but also the unwritten laws of being an ethical sales person with no lies or misleading information. If you are relying on this level of knowledge you must do something to change it – it is unprofessional and very risky to attempt to advise customers without a good enough understanding of what they are buying. You are starting to become a sales leader as your advice is sought after; and you are able to help train your colleagues too. In order words, only those staff who deal with your customers directly. A helpful aid in enthusiasm is knowing exactly what you're talking about. The product knowledge phase should allow about 10 hours for the top 25 SKUs. Your knowledge and recommendations are sought after and you can lead training programmes for others. How Product Knwoledge is built in retail training? Depending on the customer persona, the sales reps know which product to promote. You consistently provide extra advice and support to customers to help them make their buying choices, often at increased margins for you. Salespeople and companies that fail to inform their customers of the full terms risk their future business and at the same time develop a reputation that they cannot be trusted. Knowing as much as possible about your products and services is a fundamental part of your role as a Retail sales Professional. And does your company offer an online retail experience too? It also means they can answer questions on the spot and overcome common customer objections. RTS’ product training courses leveraging the power of the Internet to drive your message home and can include audio, video, animations, printable job aids, learning interactions, quizzes, certificates of completion and more. Remember if you struggle to do so then they will assume that they will struggle so you need to make it look effortless. Take this retail quiz and see if you’ve got what it takes or not to rule the retail industry. While selling skills are an important part of sales training, it’s also important that sales and customer service reps understand the products and services about which they are speaking with customers. Can they also receive the item quicker if they pay more? It can give you the edge as an expert and also help you to guide the customer. Make sure product knowledge training is ongoing. Product training is an important part of an organization’s success. This may sound like you know everything but this is really the minimum level of knowledge needed to provide a basic service to your customers. When it comes to product training and deciding who should get it, you mustn’t look at it from a single perspective and only assign it to certain employees. It’s very frustrating isn’t it, and there are many things that can go wrong with this. The majority of retail sales people that you come across seem to have this level of knowledge about a lot of the products they are selling. And narrow thinking doesn’t have a place in any retail … On-line Courses – Web-based retail training courses are a perfect way to consistently communicate your standards, practices, product knowledge, and retail sales training. The important aspect product training included is knowledge of customer personas. If you sell contracts, for example mobile phones, there can be many terms and conditions that you must understand in order to advise your customers properly. And all of this is done without overloading people with information either. In retail, that could mean remembering and appreciating repeat customers, forging a local connection with shoppers, putting your product knowledge to good use, and more. For in-person behavioral retail sales training, or training of the soft skills, allot a minimum of three hours exposure to the material to start. Home » In-House Training » Retail Sales Training » 12 Important Product Knowledge Topics In Retail Sales. Product knowledge gives us courage. And apart from having a good knowledge of your own organisation, you also need sufficient knowledge about rival companies too, if it’s relevant to what you sell, so you can demonstrate and protect the prestige of yours. In addition to information about your competitors products, you also need to understand information about your industry as a whole and your competing organisations too. Does this 4 door family car come in a coupe option? Teach sales professionals to understand their customers’ needs. In fact, Dillard’s has discovered that every hour its associates spend on product training increases their sales rate by 5 percent. You must thoroughly understand your terms. Work with them to make sure your sales professionals receive collateral that identifies customer needs and the products that will meet those needs. Knowing as much as possible about your products and services is a fundamental part of your role as a Retail sales Professional. Certified Professional in Training Management (CPTM™), Managing Learning Technologies Certificate, The Business of Corporate Training Landscape. But they also need the confidence that comes from a deep understanding of customer needs and their company’s offerings. • Pricing structure • Options and styles • Colours or models available • Special manufacturing processes • How to use the product or service • How your customers benefit • The history of the product or service • Product distribution and delivery • Any servicing • Warranty and repair information • Information about your organisation • Any legislation requirements • Information about your competitors • An understanding about your industry and market conditions. You will be regarded by your peers as “the go to” person they come to for help and advice around the products. There’s much more to it than just understanding features and benefits. Details in these areas can vary by product or service offering, which can make quite a difference to your customers’ ultimate satisfaction. Customer service training and product knowledge training are excellent candidates for branching scenarios. It may all seem a little daunting, but let’s look at it one by one and you will soon get the idea. Integrate training into your organizational culture so that employees seek training when they need it. Make sure product knowledge training is ongoing. Your marketing department likely has a great deal of collateral on the products and services your company offers. This knowledge will cover how products work, what they are made of, how they are used, ranges and options and limitations versus benefits. Customers are very much influenced by the reputation of the business they are buying from. Integrate training into your organizational culture so that employees seek training when they need it. Another popular approach to our Retail Sales Training is where we train your store managers through a train the trainer programme. 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Of sale too, so you must have all of the product or service offering, can! You 're talking about very helpful can communicate effectively and enthusiastically, building trust and confidence in relationships...

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