Andrew
Cresencia Marjorie Chiremba
“Product of optimism and knowledge is a constant” – Lev Landau
When profit-oriented companies go into business, their main priority is to appeal to the target market and be the preferred solution provider through their offerings.
You can only arouse the interest of the target market only if you know what you are selling to them.
It is disastrous to let personnel that have limited knowledge of the company’s products and service be the face of the organisation to the outside world. On the other hand, excellent product knowledge is not just good customer service, but it also improves customer delight, build brand image, boost employee confidence and increase sales.
Imagine a situation where you approach an organisation’s customer support representatives because you are not sure of which product or brand to buy.
Your expectations are that they will give you full information on the brands available so that you are able to make an informed decision on which brand to eventually buy. You will definitely feel frustrated if there is no one to give you comprehensive information that is convincing. Chances are high that you may end up not buying from that organisation.
These are some of the ways that good product or service knowledge help the organisation.
1. Excel customer service
As customers our preference is always on brands that offer great customer service. When customer support teams are knowledgeable about their products or service, it is obvious that they are able to provide high quality product/service assistance.
Organisations that have personnel that are fluent in what they are selling are regarded as experts in that field, hence it is easy for them to create and build long lasting relationships with their customers. Any product or service issues are quickly resolved in an effective manner when dealing with personnel that know their brands. It is delightful to be served by someone who is not always referring to the manual or constantly asking from their colleague, but knows their stuff from the top of their heads.
2. Confidence by Employees
There is always a flow to the interactions between customers and the company’s representatives when the latter knows what he or she is offering. This is because sufficient brand knowledge has a positive effect on the tone and manner in which the representative will respond to the customers. More so, customers also gain confidence, since they are likely to feel assured that they have come to the right place. This is made worse when their requests are processed quickly, and there is a lot of assurance for this will again make them feel that they are in safe place.
3. Product/ Service Distinction
Everyday customers are exposed to a lot of competing brands, but knowing what you are offering can make you stand out in the crowd and be noticed. The company’s representatives must be able to clearly articulate information about their products and services, and how they can solve the customer’s particular need or requirement. Point out the advantages of product or service being offered. If there is need to suggest add-ons or an alternative brand that can still fulfil the need of the customer. Go the extra mile and offer free delivery or installation and see if the customer will not be impressed and patronise your brand.
4. Clear Communication
A representative who knows what they are selling can easily persuade their target to buy. This is so because they are able to convince the prospect with their top-notch product or service presentation of the benefits and special features of their brands. Vehicle representatives are a good example of people who are able to sell their product without hesitation because they seem to always have a well-crafted presentation, which is done in confidence and with no hesitation. Communication with a knowledgeable representative is smooth and better.
5. Trust
Organisations must always provide current up-to-date information about the brands on offer to their representatives, as well as all touch points that have direct interaction with the customers. Customers do not want to do business with organisations that have representatives that provide conflicting information about the same brand. This will make customers lose trust and go to brands that are consistent.
6. Precise Assistance
A stitch in time saves nine. Representatives that have deep knowledge of products and services are able to quickly reconcile a customer request with the correct product or service. They can also explain the features and benefits of the brand in a simpler way that is easily understood by the customer. Customers can also get all the right information including any product or service shortcomings if they are there. This kind of information will always help the customer to make an informed decision before they buy. Also, these representatives can save time by telling them if the product they are looking for does not solve their problem.
*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer service. For comments, suggestions and training, she can be reached on [email protected] or on 0712 979 461
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