How Product Knowledge is Proving to Increase Sales!
ExpertVoice Educates Retailers to Sell More Products Through Trusted, Expert Recommendations
Knowledge is power, and for retailers, product knowledge can mean more sales. It isn’t easy to effectively sell to a customer if you cannot show how a particular product will address their needs. Sales associates understanding how the product is made, the value of the product, and how the product should and can be used to raise the bar and keep your customers coming back.
In January, we introduced you to ExpertVoice, a company that understands knowledgeable sales associates influence consumers’ purchasing decisions. Educated staff with personal experience and product understanding are the authority that customers count on to keep them informed about the best natural products, which means their knowledge serves as a trusted conduit to good health.
Through its interactive format, you become a trusted “Expert Voice” by engaging with the content that allows your recommendations to turn into sales that build customer satisfaction and loyalty! Associates who participate with ExpertVoice sell 87% more than their peers. Those who passed a brand course sold 9.5% more after completing the training while gaining exclusive access to products at incentive pricing!
Oliva Mazza, Wellness Department Manager at Be Natural Market in Boone, North Carolina, has used ExpertVoice in the past for other products and, more recently, learned about Dr. Ohhira’s Probiotics. “I found ExpertVoice a beneficial tool when I first started working in this industry seven years ago,” said Ms. Mazza. “I use the easy to navigate training modules to expand my knowledge of supplements, and the free samples are a great way to try the product and share recommendations with customers, which has, in turn, increased sales.”
It’s surprising to find out how many salespeople don’t know a lot about the products or services they sell. It is estimated that, in retail sales, 3 out of 4 times,i the customer knows more about the item than the salesperson does. In many instances, the salesperson knows their product is “good” or possibly “the best,” but they can’t say too much more about it.
This roadblock to sales and, ultimately, customer satisfaction can be eliminated by using the ExpertVoice app or web-based module. Sales staff learn more about the products and enjoy free samples and VIP pricing on top brands, including Dr. Ohhira’s Probiotics, so that they can try them and relay their experience to customers as well as leave reviews online.
Samantha Gladden, a supplement sales associate at Be Natural Market found the training very useful, especially when companies introduce new products or crucial information that helps explain the advantages, such as with Dr. Ohhira’s pre-and postbiotics and the benefits of fermentation. “I enjoy being able to learn about products and then pick which ones work best for my lifestyle. I can then try it and relay my personal experience to customers,” said Ms. Gladden. “All the information on the modules is very beneficial and valuable to relay to customers.”
Ann’s Health Market in Dallas, Texas, Manna Jeans in Springfield, Missouri, and Sawall’s Health Food in Kalamazoo, Michigan, have also reported positive feedback from sales associates participating in ExpertVoice and seen increased sales and positive branding for the product and the store.
“Everyone wins when sales staff are educated on the supplements; the customer, the retailer, and the brand,” said Christine Alardin, a sales associate in vitamins at Ann’s Health Market.
In today’s world of innumerable buying choices, consumers need voices they believe to be authentic! If your store is not already participating in ExpertVoice, log in and experience what it’s like to be valued for your expertise! Download instructions and an easy-to-reference flyer to get started!
Strengthens Communication Skills
Having a thorough understanding of the products on the shelves can allow a retailer to use different techniques and methods of presenting the product to customers. Stronger communication skills will allow a salesperson to recognize and adapt a sales presentation for the various types of customers. One of the questions you should always be asking yourself is “are my employees talking or communicating?” Too many times, they are just talking. Train your employees to sell the benefit and not the features.
Seeing someone completely enthusiastic about a product is one of the best-selling tools. As you generate excitement for the product, you remove any uncertainty the product may not be the best solution for that customer. The easiest way to become enthusiastic is to truly believe in the product. Remember, the first sale you make is yourself; the second sale is the product. If they believe in you, they will believe in the product you are selling.
If a customer isn’t fully committed to completing a sale, the difference may simply be the presence (or lack) of confidence a salesperson has towards the product or towards his or her knowledge of the product. Becoming educated in the product and its uses will help cement that confidence.
Assists in Answering Objections
Objections made by customers are really nothing more than questions. If they object to a product, it is likely either you chose the wrong product or the customer needs more of your product knowledge to know why it is the best solution for them. That information usually comes in the form of product knowledge. Being well versed in not only your products but similar products sold by competitors, allows you to easily counter objections.