information learned and used to help customers understand how a product or service will meet their needs. It includes knowing the features, benefits, functions, uses, and required support for products and services.
Product/Service knowledge
can be touched, tasted, seen, smelled, and/or heard. They include things like color, size, flavor, scent, sound, and texture. They specifically divine the characteristics of a product and answer the question, “What”?
product features
are the advantages that make a certain product or service a good choice for the consumer. They answered the question, “Why”?
product and service benefits
Retail employees use product and service knowledge to:
Assist customers in locating products within the store
Provide general information to answer customer questions
Offer customers intensive information about products and services
Assisting customer asking for help locating product
- Physically take them to its location.
Ask how you can further help them.
If they need more assistance, either continue to help, or if appropriate, introduce them to someone working in the area.
Unable to leave job location to assist customers you
- Apologize for not being able to take the customer to the merchandise because you are unable to leave your area at that moment. If you are allowed to move from your area when free according to the rules of your store, also tell the customer that you will come to help them when you finish helping the other customer.
Ask another employee or floor supervisor to take the customer to the product, if possible.
Provide the customer with specific directions to the department, area of the store, or aisle where the item is located.
Training
Online courses, videos, search engines, or other media
Apps and QR codes
Group classes or seminars
Peer-to-peer learning on the job
Individual study using workbooks, vendor-provided materials, or other paper-based sources
Reading product labels and packaging
Product and service sampling
Discussions with the supervisor
Extensive information
- Product history
Standard and special features - Styles, colors, models, and materials
Pricing
Product usage knowledge
Comparisons to competitor products
Warranty, delivery, and repair options
most important way an associate develops extensive product knowledge is through
experiences using their knowledge with customers.
Growth mindset
believe that their abilities are developed and can continuously improve through learning, focus, and determination.
fixed mindset
.think that their skills and knowledge are fixed traits that cannot be developed.
Grow extensive product knowledge
Visit competitors and talk to their salespeople to understand products from their perspective.
Research products and services through magazines, blogs, videos, websites, and social media.
Understand industry trends to prepare for new products and services.
first impression
- Projecting a professional image through your clothing and appearance.
Choosing a positive attitude when you’re at work; retail employees should always be courteous and helpful to customers.
Using nonverbal communication, such as a welcoming stance, confident posture, and eye contact, indicating that you are approachable and interested in offering help.
Next impression
- Acknowledge customers as soon as possible with a genuine smile that conveys you are happy to see them, and say something to them such as “I will be with you shortly…”Try not to make people wait before acknowledging them, including customers on the phone, in checkout or service desk lines, and those waiting for you to finish helping another customer. What may be only 30 seconds can feel like 3 to 4 minutes to a waiting customer.
Welcome the customer with a cheerful greeting. If you recognize them, address them by their name, or if you’ve helped them before, thank them for returning to shop at the store. - Introduce yourself and ask the customer for their name. This is a step toward personalizing their current and future service experiences. Use the customer’s name, at times, as you assist them. This helps to build a person-to-person relationship.
Ask a question to break the ice. Sometimes, this isn’t necessary because the conversation takes off immediately, but if it seems like it will help the consumer feel more comfortable, give it a try. Use easy questions like, “Have you shopped with us before?” or “What do you think of this crazy weather lately?” Everyone seems to have an opinion about the weather. Other icebreaker questions can include cues from a customer comment or common interest topics, such as “I see you’re looking at this new kayak. I love kayaking!”
reserved/shy customers
Don’t ask multiple icebreaker questions or be overly talkative.
outgoing customers
Don’t be too familiar and assume an instant friendship.
recreational shopper
who needs to browse: Don’t hover near and make them uncomfortable.
comparision shopper
who needs information in order to prepare to make a purchase: Be sure to provide adequate product knowledge or introduce them to an employee who can best help them.
open ended questions
begin with the words who, what, when, where, why, or how. They cannot be answered with yes or no. The purpose of using open-ended questions is to get customers to provide details about what they want or need. Generally, most questions used in conversations about products or services should be open-ended.
closed ended questions
are designed to get you a short or yes or no answer. Use these to limit the scope of a conversation, confirm a specific response, or to close the sale. Closed-ended questions usually begin with words such as: will, can, may, or, and do.
Active listening
means that you are hearing and understanding what a speaker is saying out loud and any messages suggested behind the words
* Try to avoid thinking about what the customer, or you, will say next.
Monitor your body language to maintain eye contact, control your facial expressions, and don’t cross your arms, slouch, or turn your body away from the customer.
Patience: only interrupt the customer if it is necessary to do so to ask a question.
responding to customers
- Ask questions to clarify information if you are still uncertain.
Show that you have understood by restating and summarizing their needs.
Ask for confirmation from the customer that you have interpreted the information correctly.
Be honest if you are unable to fulfill a product or service request.
