After having not bought a new television in a few years, I found myself shopping for one recently.
Televisions have changed a lot in just a short period of time, so when I walked into the showroom, and saw prices ranging from under 200 dollars to thousands of dollars, and sizes ranging from a few inches to televisions as large as a wall, I knew I was in over my head.
A young salesman came over to help me. He was nice, asked me a few questions, and immediately showed me a television he said I should buy. He offered no reason why he chose this particular unit, nor did he demonstrate an in-depth knowledge of any of the televisions. He also did not offer alternative solutions, just said this would be the right television for me. I looked at the one he suggested, then gave the polite “let me look around.” He turned and moved on.
A few minutes later, in the same showroom, another young man asked if he could help. Again, I explained I was in the market to buy a television, but was confused about what I should buy.
The interaction with the second salesman became very different from that of the first salesman. Salesman number two explained to me in an understandable manner the differences in today’s televisions, the multiple options now offered, and the value of each option. He also explained the reason for cost differences, why a smaller television could actually be more expensive than a larger one. As he provided more information, I asked more questions, all of which were answered in a knowledgeable manner. After more discussion, he then showed me a few comparable models that offered the specific features and benefits meeting my requirements.
Not only did I buy a television from this young man, but a much more expensive television than I originally intended to purchase. And when I left the store, I felt I had bought the best product for my money. Maybe I could have found a better deal elsewhere, but ultimately, I was happy with my purchase, and the salesman made a nice sale.
Knowledge sells. In fact, it’s been proven that customers almost always buy from the more knowledgeable salesperson as opposed to one who is less knowledgeable.
A recent study found that knowledgeable sales people bring in significantly more sales than sales people who exhibited little knowledge about their product. Furthermore, this study found that knowledgeable sales personnel bring in a higher volume per sale, and drive more repeat customers to the business than their less knowledgeable counterparts.
Most of us practice some form of sales in our work and life, whether we have the title of salesperson or not. When it comes time to make a sale, possibly what’s most important is how much knowledge we have of what we are selling.
If I had not encountered the second television salesman, I ultimately would have moved on to another store, hoping to find a salesperson with more knowledge, who could make me feel comfortable about my purchase, regardless of how much money I spent.