Product information and knowledge is a powerful sales skill. You need to know what you’re selling to your customers. “Understanding your products’ features allows you to present their benefits accurately and persuasively. Customers respond to enthusiastic sales staff who are passionate about their products and eager to share the benefits with them.”
Thanks to social media and the Internet, consumers are getting smarter with their purchasing decisions. They can access valuable information about a product before moving forward with buying it.
If you can’t or don’t know everything about your products, you will risk losing sales and potential customers.
So how can you get to know the products you want to sell?
What Is Product Information and Why Is It Important?
Product information can also be described as product description or product knowledge.
According to Lyfe Marketing, “a product description is simply a description of the product or products that are in your online store.”
It’s a fantastic opportunity to convince your customers what a product actually is and why they need to buy it. Not only buy it, but why they need to buy it from YOU.
Your customers will want to know as much information as possible about a product you’re trying to sell to them. They will want to know:
- How to use the product
- What materials it’s made out of
- Servicing, warranty, and repair information
- Styles, colors, and models available
- What the purpose and function of the product is
You’re wanting to sell benefits, not features. Consumers want to know how something will benefit them directly before investing in it.
Having product highlights and information is important for a variety of reasons. The highlights provide your brand information to your customers. This gives you a great chance to reveal your brand and promote your products. Product information also answers any concerns your customers need to know about.
If you have poor, inconsistent product content, you risk a greater number of returns, abandoned shopping carts, and a tainted brand reputation.
If your business can deliver the product information your customers need to know, you can convince them to buy.
Why You Need to Have Product Information
It builds your brand
Building your brand with correct product information is a benefit not many business owners typically take into consideration.
Your brand will be viewed as trustworthy and caring when you have as much information as possible about what you’re trying to sell. This helps humanize your brand and make it more relatable for your customers.
When your customers are happy with your brand, they will tell other people about it. Did you know that 92% of people trust recommendations from friends and family above all other forms of advertising when making a purchasing decision?
Establishes customer loyalty
When your customers trust you, they will continue to buy from you.
If you don’t believe in the product you’re selling or don’t know much about it, your customers will think that you’re not an industry authority or go-to resource if they have questions.
Know your products and you’ll become their go-to source.
Boosts purchasing confidence and enthusiasm
Customer engagement is more important than ever. If you or a member of your sales staff are talking about a product excitedly, the customer is bound to get excited too. People want to feel emotional connections—if they see that someone is ecstatic about something, they want to experience that feeling as well.
You have to truly believe in what your product does. Your customers will see right through you if they get a sense that you don’t believe in the product you’re trying to sell.
There are multiple ways to learn about your products. You can use creative sources of information to learn more such as:
- Personal experiences with product
- Competitor information
- Trade and industry publications
- Visits to manufacturers
- Customer feedback
Information Is Power. And Petra Has It.
As a top distributor for multiple brands, Petra understands just how important product information is for building brand loyalty and capturing sales.
We use a state-of-the-art product information system to provide accurate content to our customers so they can close sales with confident customers. We also have a dedicated support staff to make sure we have the best and most up-to-date content available for every product.
From images to targeted keywords and reliable, accurate content, we make sure product information stands out in quality, quantity, and accuracy.
What are your thoughts and/or questions about product information? Leave us a comment below!