Knowledge Translates Into Sales
One of the other advantages of updateable digital signage is its ability to act as a training tool not only to inform customers but to instruct salespeople on new products, how they work, how they should be sold, etc. “If I’m Nikon and I’m introducing a new camera,” explains Weshler, “and I know it’s going to be compared to (a similar product), how do I want it sold? What are the key selling points? What advantages does Nikon’s model have over its competitors?” These are questions salespeople need answers to in order to better sell product.
Weshler feels Big Box stores would benefit greatly by utilizing this technology, and independents and small chains that already have the upper hand when it comes to knowledgeable salespeople can use it to embellish their expertise and boost consumer confidence. “How many times have you gone into a store and the salesperson says, ‘Oh, we just got this in. I don’t know exactly what it does, though.’ You have the opportunity now with the use of interactive technology to create a very, very informed retail salesperson and equally well-informed, well-prepared consumer,” says Weshler. “And when the two meet, you have a sale.”