Product knowledge

Product knowledge
See also
Customer service office Potential product Client satisfaction Perception of brand Customer value Job specification Selling skills Managing agent Customer satisfaction

Product knowledge it's an understanding of the product or service. It covers all information about the use of the product, its functions, features, usage or system requirements.

This is the necessary skill that should be owned by the seller. Understanding the product's function allows you to present its benefits in a convincing manner. Customers trust in sellers who are convincing and certain about the product. This trust is being built through a good knowledge of products and services.

The scope of the necessary knowledge about the product depends on position. Product knowledge influences the success of many items, including sales, marketing, training, software development, service and customer support. In each area, managers should check general knowledge about the products of their employees. If the employee is not able to present the benefits of the product to the client and also often makes technical mistakes, its operation requires significant improvement.

Product knowledge skills

Positive product knowledge skills:

• ability to present the benefits of the product
• ability to solve problems related to the product
• knowledge of technological advancement areas
• knowledge about competitors and their activities
• impact on product improvement

Poor product knowledge skills:

• redirecting customers to other employees who know the details of the product
• the need to have an assistant who knows the product
• misleading customers about the product
• presenting the client with a product inconsistent with his expectations and needs
• loss of sales and customer satisfaction caused by a lack of product knowledge

Product knowledge measurement

Well communicated product knowledge can be measured through:

• the consumer's perception of his knowledge
• the amount and type of information that the client has stored in his memory
• the amount of purchases and use made

Consumers product knowledge

Consumers develop knowledge about the product by searching for information and experience related to the use of the product. However, there are several conceptual obstacles that are associated with product experience as a measure of product knowledge:

1. Product knowledge can be developed by searching for information and using it, so no personal experience is necessary.
2. The increase in the experience associated with the use of the product may take place without any further increase in knowledge about it.

References

• Lin LY., Chen CS., (2006), The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan, „Journal of Consumer Marketing”, 23.5, p.250
• Lyster S., Arthur A., (2007), 199 Pre-written Employee Performance Appraisals, Atlantic Publishing Group, Inc., p.170
• Marks M., (2016), Scaffolding - The Handbook for Estimating and Product Knowledge, Page Publishing, Inc.
• Selnes F., (1986), Subjective and Objective Measures of Product Knowledge Contrast, „Advances in Consumer Research“, 13, p.67-71
• Varley R., (2003), Retail Product Management: Buying and Merchandising, Taylor & Francis e-Library, p.27
• Wang Y., Hazen BT., (2016), Consumer product knowledge and intention to purchase remanufactured products, „International Journal of Production Economics“, 181, part B, p.460-469

Author: Aleksandra Bizoń