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Seb Anthony

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The Value of Product Knowledge Training


I have been asked by a client to provide a business case for product knowledge training. Whereas I have a number of anecdotal / experience based facts, I am looking for research and / or case studies relating to sales reps and customer service.

I remember a statement earlier in the year about it taking an average of 90 days to train a rep in a new product but I can't remember where it came from.

Your help is appreciated.

Paul Allman

2 Responses

  1. ‘Smart’ Clients
    Hi Paul,

    I have no statistics or research for you on this, but I can give you an anecdote, at least.

    A number of years ago (a large number) I was in the market for my first serious camera, which was going to cost me 2 months pay. Naturally I did my research before making my decision, but as this was pre-internet I needed to know that I could obtain some intelligent support from the shop if I had problems. I visited a prominent high street chain and was disappointed to find that the salesman knew less about the product in particular, and photography in general, than I did. I paid an extra 20% in a small specialist shop who eventually got all my processing businesses and, as I expanded the system around the camera, all of that too.

    Product knowledge is vital to sales reps, particularly as a client is now more able than ever to research the subject of interest. The biggest problem seems to be in moving away from the ‘rep’ image and developing sales professionals. Companies that are able to do that can only reap the benefits.


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