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How Creating Staff Product Experts Will Increase Margin, Revenue, and Retention | September 25, 2013 (0 comments)
Burlington, NJ—If you’ve never been in an Apple store and seen firsthand their associate system of “specialists,” “experts,” and “geniuses,” I suggest you visit one. There is virtually no question that can’t be answered by someone in the store, and the process is amazingly smooth. Apple is, of course, renowned by experts for its outstanding retail stores, but there’s no reason any good retailer—even without an Apple budget—can’t replicate that kind of experience. Especially when it comes to a product like jewelry that needs a lot of explaining, there’s no excuse not to.
Recently when I asked a group of retailers if their staffs had well-rounded product knowledge in all areas, they all felt that yes, indeed their employees could answer any question pertaining to any product they carried, and they needed no training. Intrigued, I asked if I could secretly shop their stores to find out for myself if this was the case, and I would be glad to acknowledge their expertise in all things.
As you might guess, the secret shopping went well, but there were still quite a few questions I asked of the sales associates that where answered with “smoke,” meaning an incorrect or just plain made-up answer. Do you want to be the plebe or the professional?
While there is no shame in having to say “I’m not sure, let me ask my __________specialist,” there is wrongdoing in making up an answer.
So how can you tell if your staff is indeed knowledgeable in the product you carry?
The easiest way is a basic training needs assessment (an “assessment” is not as scary as a “test” or a “quiz”) on the products you carry. It should cover the facts of each line, the common—and slightly uncommon—questions that clients can and will ask. When you give this assessment, make sure the associates see it as a way to determine what training is needed, NOT as a test of their overall value.
Another important point to make to the associates is that they are not expected to be product experts in all areas. Instead, each should pick an area that they wish to become a product expert in.
After administering the quiz, you might see that an associate has a wealth of knowledge in a certain area. Ask them why. Usually the answer is “because I like the product.” Ok, so allow them even more training on that product, until you can help them achieve “expert” status. An expert is a person with a great deal of knowledge about, or skill, training, or experience in, a particular field or activity.
Make sure your staff members all pick a different area to become experts. Why? So they can assist and teach each other as needed. No one is really capable on being an expert in every area; we all need assistance every now and then, and the best way to keep smoke answers from occurring in your store is by having an expert available.
Many watch companies have already created wonderful training programs with multiple levels of training to help associates achieve expert status. The question is, what about the rest of the products you carry?
Resources for becoming a specialist include manufacturer and designer catalogs and training programs, visits to manufacturing companies’ facilities, GIA, DCA, and AGS, trade show training programs, and more.
Once you start asking manufacturers about what training they offer your staff—with the understanding that you are trying to make sure their products get sold correctly—they will be more that happy to assist.
When asked a general question about jewelry, a sales associate will take the client to the case they know the most about, feel most comfortable with, and have a love for increasing that product turn. After an associate becomes an expert in one area and has begun to teach back to the rest of the staff through morning meetings and so forth, they can move on to another area of interest. You might consider “attaining expert status” as part of an employee reward system. During their review, cover what areas they wish to become an expert in this year, and upon achieving that status they would be given a bonus.
This causes a multitude of good things to happen as a result: increased sales, fewer returns due to misinformation and unrealistic expectations, increased job satisfaction and retention, and, finally, increased margin due to the product information creating greater value in the product.
Think it’s not so? Remember, Apple products almost always cost more than any competing products, yet they don’t discount—and they don’t have to.
Born of the minds of two women with an educated passion for fine jewelry and the art of its design, Fiabane & Kroh specializes in fine jewelry appraisals, sales training and consulting. With a foundation built on time honored jewelry practices and knowledge of current economic climates, Fiabane & Kroh aims to inform and inspire with an innovative approach. Visit www.fiabaneandkroh.com or email info@fiabaneandkroh.com.