In today’s post I would like to refer to one exclusively important part of product placement aiming towards the final customer, the product training. It is an important chain in the range of activities for placing a product on the market. Every product holds its own special characteristics that are the reasons for the whole group to choose this product in the first place.
How will the final customer become aware of the characteristics of the product is in a close relationship with good advertisement campaigns, but very frequently the sales agent is the one who affects upon the final decision for purchasing a product.
The sales agent is the one that faces up with the final recipient and he really needs to believe in the product that he is offering and its benefits. If he believes in the benefits of his own product, he will be seeing it as a part of its own with enough knowledge of its characteristics, and only then, he will be able to affect the buyer’s final decision.
Precisely these product trainings and product events are the ones where sales agents will benefit from and learn about the product.
As there are different kinds of target groups in every advertisement campaign, there are different kinds of target groups for product training and product events as well.
Perhaps a PowerPoint presentation, a meeting room and a business lunch will do the trick, but is that really the way to convey what we really want, for the target group to know everything that needs to be known for the product?
We, as an agency that frequently is faced up with organizing these kinds of events, are always adjusting to the clients and their needs, finding out a way to organize events that will be appropriate for the target group, as well as to be adequate for the product itself.
The best way to reassure the successfulness of such events is taking up activities like the mystery shopper that is established before and after an event. This is the best way for the client to check how well the knowledge has been transferred and of course the most important thing, the results.