“Dear Business Owner, are you losing sales because your shop floor staff has limited product knowledge?” If you are selling smartphones like a Safaricom shop, outdoors gear, Decathlon, or, fine wine, like a hotel, your shop floor staff (aka as store sales staff) are your foot soldiers, your first points of contact with walk-in customers—the make-or-break moment where the rubber meets the road. This interaction is the reason your business exists and survives. It is where the sale happens—or doesn’t. And when your store sales staff product knowledge is lacking, they struggle to engage customers, answer questions convincingly, and close sales effectively.
A missed opportunity: when salespeople fail to answer customer questions
Now, look at this interaction:
Your shop floor staff member: Hi! Are you looking for something specific?
Customer: As a matter of fact, I am. Do you have Forclaz MT 500 gloves?
Salesperson: Come with me. Let me show you where the gloves are. (They walk over to the section). Yes, we do. Here you go.
Customer: Oh great. What do you think about them? I’m a hiker and I was told they are recommended for all weather hiking. The other brands I have been buying bunch at the tips when it gets cold and I have to keep removing them to use take a photo, use my phone or even snack. My fingers are uselessly trapped inside the gloves I have been using. I am told this brand effectively addresses that problem. Is this true?
Salesperson: (Blank stare, followed by stammering) “Uh… I’m not sure.”
Customer (Polite smile): “That’s OK. At least I know the price, and you have the brand. Let me come back when I am ready.
Why it is important for store sales staff to have product knowledge
But will they?
The customer is looking for assurance. Some salespeople may get away with bluffing, what some call, BS’ing: “Oh yes, many customers who buy it say it’s great.” While this might work with an impulsive or unsuspecting buyer, it will not convince a discerning customer or one who has done their research, or one, like this one, that has burnt their hands in the past, and is looking for confirmation.
This is where sales are lost, not because of price, not because of product availability, but because the customer does not feel confident making the purchase. A salesperson who doesn’t understand their product is like a doctor who can’t explain a prescription or a chef who doesn’t know the ingredients in their own dish. Customers don’t just buy products—they buy expertise, confidence, and the assurance that they are making the right choice.
Can product knowledge be taught? Yes, but ownership is key
Does this mean that anyone working on the shop floor selling outdoors stuff must be a hiker? Ideally, yes, but realistically, no. Salespeople selling high end vehicles cannot afford them, but that doesn’t stop them from doing so. Product knowledge in itself does not sell; in fact, those intimately knowledgeable about their product tend to make ineffective salespeople.
Underwriters of insurance companies, for example, write the policy documents (contracts) that the agents sell, but they would make lousy salespeople if put in the field. As for the average agent, he understands only a fraction of what the contract says – usually just the parts he sells. “Here is the sum assured; the amount your beneficiary gets in your unfortunate passing, and here are the amounts you get every five years across the 15-year policy.” Incidentally, for motor insurance, forget the contract, the sticker is typically enough to make the salle.
But I digress Where was I?
Oh yes, the shop floor salesperson who had just driven away the customer for failing to assure them about the pair of gloves they wanted to buy.
This is where companies like Apple set a powerful example. Apple doesn’t just employ salespeople; they employ educators. Apple store staff, are trained to not only answer questions but to guide customers through their decision-making process. They act as educators who share knowledge, demonstrate features, and explain why their products are beneficial in a way that builds trust. This level of customer care and engagement is what truly drives their sales and customer loyalty.
Inspiring confidence: how staff should address product knowledge
Now to identify and address product knowledge gaps, business owners can take an academic approach by holding CATS and RATS. That’s Continual and Random assessment tests complete with acceptable pass mark. Another way is to take the staff on occasional hikes-after all that is the business. But, because if is not possible to cover all the flanks, responsibility also falls on the salesperson. Ownership is key.
Customer: “What wine do you recommend with this meal?”
Nothing in the tests covered this; or, he’s forgotten. But, not to create friction in the customer’s experience by displaying blatant ignorance, responds:
Salesperson: That’s a great choice of meal! May I ask, do you prefer something dry, sweet, or in between? If you enjoy bold flavours, a Cabernet Sauvignon would pair beautifully. If you like something lighter, perhaps a Sauvignon Blanc.”
Notice what happened there? The salesperson didn’t shut down or panic. They took ownership of the moment. They engaged, asked a question, and guided the customer toward a confident decision.
Or, if the customer, just wants to be told:
Salesperson: “That’s a great choice of meal! I’d recommend a Merlot if you want something smooth and easy to drink, or a Chardonnay if you prefer white wine. If you’d like something a bit special, a Cabernet Sauvignon pairs beautifully. Would you like me to bring you a glass to try?”
Or, (though not the best response, especially if habitual, but better than panic) “That’s a great choice of meal! Let me consult and get back to you shortly.”
And for the hiker customer: “This YouTube channel is widely respected in the outdoor community—its reviews come from real users, not just sellers. Let’s see what they say about the Forclaz gloves. Is that OK?”
The question for business owners: Are your salespeople taking ownership?
Your shop floor staff don’t need to know everything. But they need to know enough to inspire confidence, possess key shop floor skills, such as active listening, product knowledge, and the ability to engage customers with confidence. They need to own the sale. Because if they don’t, the customer walks out and takes their money elsewhere.
So, dear business owner, do your salespeople own the sale, or are they just passing the time until closing?
If you would like to have your sales team sell more, we can help. In order for us to do so we propose a free consultation meeting or a call. If in agreement please complete the form below and we will get in touch after receiving your details, none of which will be public. Thank you.
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