A sales team that is deeply knowledgeable about your store's products is a valuable asset. Some of the benefits of thorough product training include:

• Customers feel a high level of trust in your products and the store overall when dealing with a sales associate who knows the features and capabilities of every product inside and out.
   
• Every sales encounter proceeds more smoothly if associates are able to narrow down product choices that meet customers' requirements quickly.
   
• Thorough product knowledge imparts confidence and enthusiasm in sales associates, which raises customer trust that the product presented is the solution to their problem.
   
• Interruptions to the sales process are far fewer if associates can handle all of a customer's questions without having to check facts with other staff or refer the customer to another person.
   
• The store will receive favorable reviews from satisfied customers who are impressed with the knowledge of sales staff and their helpfulness.

So, how do you ensure that your sales team is up to speed on all of the features and capabilities of, say, your stock of PC devices and peripherals? Try these successful methods of raising their knowledge quotient.

1.    Provide Consistent Training

The most fundamental and important step in creating a knowledgeable staff ready to answer detailed customer questions is to ensure that they all receive the same training from the same source.

Not only is this a more efficient method of training, it enables all sales associates to easily fill in the gaps in each other's knowledge more easily.

2.    Add Real-Life Experiences

Incorporate into or supplement any training material with hands-on experience with the store's products. One approach is to hold seminars where employees can try out products together on their own or as part of guided exercises that highlight key features. 

Another method is to opportunistically train sales staff individually or in small groups on specific products or related products during daily lulls in foot traffic or after-hours.

3.    Seek Out Off-Site Training Opportunities

Trade events such as conventions or trade fairs are excellent opportunities for your sales staff to interact with your products' manufacturers via seminars or direct contact with their marketing reps. 

Through such events your sales associates pick up additional knowledge and tips, while staying abreast of the newest products and their selling points even before they hit the market.

4.    Act Out Customer Interactions

Put your sales associates' knowledge to the test by having them practice customer interactions with you or another associate acting as the customer. When commencing these exercises, keep the questions simple. 

At each subsequent session, gradually move to more probing and challenging questions as sales associates gain fluency and confidence in their expanding product knowledge.

5.    Remember to Listen First

Detailed product knowledge is only half of the equation in convincing customers that they have come to the right place. Sales associates must first employ superb listening skills and ask discerning questions before pivoting to their sales pitch on the correct product.

Additionally, your sales staff should be trained to avoid personal opinions about products and always present statements or questions in terms of the customers' needs.

How the Intel® Retail Edge Program Helps Your Efforts

Detailed training on Intel® products and technologies is found online at the Intel® Retail Edge Program. This Program provides consistent, comprehensive training via educational videos, interactive Web exercises, plus the most up-to-date technical information on all Intel® products and OEM devices they power.

This proven platform provides your associates with a well-rounded knowledge base to make sure customers get the best device for their needs. The knowledge they gain there plus in- and out of- store learning opportunities greatly enhance your customers' shopping experience while improving your sales process.

This article originally appeared on LinkedIn*. It has been updated for freshness and accuracy. To view the original article, click here.

References:

*Other names and brands may be claimed as the property of others.

© 2017, Intel Corporation. All rights reserved. Intel, the Intel logo, Intel Core, Intel Live, and the Intel Retail Edge Program are trademarks of Intel Corporation in the U.S. and/or other countries.