Why Must I Do My Own Product Research? It's Annoying!

Why do I have to research?

"So tell me Mark, why do you always preach doing your own product research?  Isn't researching the salesperson's job?"

No, No, No!  The Salesperson sells.'  Why be a chump and believe anything else?

Here's what goes on behind the retail facade.  Usually, the retail outfit your salesperson works for does not provide consistent 'on-the-job' time for any independent product research.  However, there are a few ways your salesperson gathers product knowledge and a series of reasons he or she recommends the products you buy.

1. Passion.  Passion for the product like technical gadgets gets his or her juices flowing and they spend countless hours researching at home for the fun of it.  This person knows the jargon and usually recommends what excites him and his needs.

2. Reps.  Brand Representatives share new products and features with the individual. This knowledge bolsters confidence.  On the sales floor the salesperson will direct you to these products because he or she can speak with authority.  However, bias taints this recommendation because of the influence of the Representative that only focuses on the pros of the product.

3. Signage & Packaging..  Have you ever asked a question of a store associate and he or she has to look at the box or Product Information Sign to scan a description or instructions for help?  Don't put much credence in this recommendation.  They're not sure either.

4. Management Directive.  A salesperson recommends what he or she is told to sell to fix, for example, an overstock crisis, make room for new inventory, win a Brand contest, and raise profit margin.  You don’t know when this recommendation dominates the sales pitch.

Action Alert! Okay, okay... I have to stop right here and make you think for a moment!  Why are store associates told to recommend the Store Brand Merchandise when the Store Brand Merchandise is cheaper?  Why is the SBM always merchandised where you can easily see and get to it?  In a supermarket it's usually merchandised next to the Brand Named Merchandise. There is a reason for this ruse and it's not because they like you and feel they need to give you a break.  Anybody know?  Leave a comment if you do!

I could go on about the lack of training, the lack of product knowledge, the lack of product research that plagues the sales associate of today. There just isn't enough payroll dollars to support your product research.  Combine that with the possible other motives that command the sales process and begin to understand the recommendation you get from that 'nice boy' may not be in your best interest.  There are exceptions but who wants to leave it up to chance?  Who takes better care of your money?

Rule Of Thumb:  When in doubt... find out!  It's that simple.  Do not blame anybody but yourself if you neglected or were too lazy to do your research and made a bad choice based on the recommendation of a salesperson.  I know, I hear you screaming, 'that's not the way it used to be!'  And then there's someone else yelling, 'that's not the way it should be.'  But guess what?  It is!  The sooner you accept that truth and do your own research you lessen the chance of feeling like a chump!  :)

Tomorrow, I'll tell about a large purchase (ouch) I made without doing my research!

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The definition of a chump:

a gullible person, a sucker; someone easily taken advantage of, the target of a scam.

Learn from a former salesperson and trainer how salespeople drive sales. Learn how to keep more money in your pocket where it belongs! There are two ends of every sales stick!  One end cries 'chump.'  The other end boasts 'champ.'  I know which end of the stick I want to be.  How about you?