Customers often have specific needs or wants in mind when they shop: they’re looking for a dinner jacket that isn’t too formal, or a pair of heels that can be worn both to work and for a night out. They want to know about the durability, versatility, what it’s made out of and how to look after it. Knowing the details of the products is a surefire way to gain a customer’s confidence and boost a salesperson’s ability to close a deal.
Being able to tell a customer about a product reassures them that they have made a good decision – it validates their choices. Product knowledge goes beyond mentioning product features – material, prices, etc. – but is also about highlighting the benefits of a product. It’s about describing the full experience of the product in order to inspire the most confidence.
As it turns out, the most product savvy salespeople can be found in Amsterdam and Singapore, followed closely by those in Madrid and Mumbai. In the luxury segment, the cities that boast the highest level of product knowledge include Amsterdam, Barcelona, Macau, Sao Paulo, and Paris, to name a few. Most of these cities feature once again in the mid-luxury segment, while the mainstream segment suggests that you can only find 100% product knowledgeable salespeople in Sydney and Singapore.
Conversely, the lack of product knowledge was most notable in Osaka, across the luxury and mid-luxury fashion segments of this study. In the mid-luxury segment, Osaka is joined by Ho Chi Minh City. In mainstream, poor product knowledge presented itself in Seoul and Antwerp.