Home > Uncategorized > Sales Associates No Longer Source of Authoritative Information

Sales Associates No Longer Source of Authoritative Information

I don’t usually double-up on stories in Christian Retailing, but I think this study raises a vital issue: Our sales staff need to be better informed and need to be able to educate the customer regarding the products we carry. Here’s the opening paragraphs followed by a link:

Study: Uninformed associates drive away nearly half of all potential customers

Christian RetailingAlmost 50% of all consumers believe their smartphones are more useful than store associates in helping them make buying decisions, according to a new study from Motorola. A study from Red Ant—a consulting company focused on using technology to help retailers drive experiences—revealed similar issues on the employee side of brick-and-mortar retailers.

In the Red Ant survey of more than 1,000 retail associates in the UK, 47% of employees revealed that they were unfamiliar with the products they were selling. The survey also found that 67% of consumers were disappointed by poor product knowledge, while 40% preferred shopping online in order to avoid shoddy customer service.

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