According to an article posted in Forbes on July 11, 2018, Chick-fil-A has the best customer service among the companies in various categories. American Customer Satisfaction Index (ACSI) rated the firm with a score of 86, which is the highest score the organization has given in this survey. The group praised the company, saying that this big American fast-food chain provides the customers with a great experience by focusing on its menu and services. Their patrons also commended the store, saying that its staff members are highly professional compared to the other restaurants they usually dine. In fact, Chick-fil-A trained their employees to say “please” and “thank you,” which allows them to earn title being the company with the most polite employees in the restaurant industry, which gave them an edge over their competitors. This simple product knowledge training played the trick.
The word itself defines product knowledge. It allows you to understand a product or service, which is an important piece in developing a marketing strategy for a business plan. Familiarizing your product involves acquiring knowledge about its functions, features, application, support requirements, and anything else that concerns the product.
Simply put, if you know the product that you offer to your customers, you can confidently answer their queries about the products. You can also feature this information to convince them of buying your goods. Below are the benefits and importance of product knowledge to your firm to different aspects, such as business marketing.
Although part of the marketing strategy is narrowing down your target market, it does not cover every attitude and characteristic of your potential customers. However, if you are knowledgeable enough about your product, you will know how to deal with different types of people depending on these attitudes and characteristics.
If you are not confident with the information you provide to the customers, they may not believe what you say. Thus, it is essential to be knowledgeable of the services or products your firm offer. It will promote confidence in answering your customers’ questions, which will eliminate the uncertainties that they may have in buying your products.
There are chances that your customers have encountered other products from different stores that are similar to what you offer. With this reason in mind, it is essential to have a solid knowledge of your product. You can use this knowledge as an advantage against your competitor. For example, you can emphasize the features that other companies lack.
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Whether you are running a hotel, a retail company, or any business, implementing the use of product knowledge to a company can be less effective if you do it wrong. However, you can keep the following practices in mind to ensure that your company is doing the knowledge management right.
The best approach to marketing a product is providing a solution to a customer’s problem. Instead of focusing on selling your product, why not ask the customer what he or she needs. If your product fits, you can provide an excellent customer experience. This method will allow your customers to build trust for your company. As a result, this person will come to you if he needs your product in the future.
Aside from the regular training that you provide before you put your new employees on the field, providing a refresher training from time to time is another way to do it. This activity will ensure to maintain the knowledge of your employees about the products of your company. You can also upload the training materials online for them to access anytime they need. You should also consider using microlearning if the product knowledge is too broad for a single training session. Try to divide these big chunks of lessons into tiny pieces for easier absorption or focus on the parts that they need to prioritize by using a training needs assessment tool.
Your company’s sales professionals are the ones that you expect to gain more product knowledge since they are the people who usually have direct contact with the customers. However, if you have a prominent marketing team along with the sales representative, try to work with them and come up with a more effective marketing plan before you spend money on hiring more sales staff.
We get it. Sales are what makes a company grow and standstill. However, it would help if you also consider other factors, such as company branding. To create a long-lasting image for your company, you need to provide your customers with the correct solution for their needs. If the product that you are marketing has a shortcoming, be honest, and warn them. In this way, you will give them the impression that your company values integrity, which is a vital factor in building a brand. It will also save both of your time and efforts. If you are worried that this action will negatively impact your sales, you should not be. There are ways to overcome the shortcomings of your product as long as you know it well enough. For one, you can use the features of your product as benefits, which will convince them to buy your product.
Marketing skill plays a vital role in increasing the sales of your business. However, using this weapon alone may not be enough. Pair this powerful tool with product knowledge to increase the efficiency of your marketing strategy.