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Product Knowledge and Benefit Selling for Retail Staff

Shoppers trust staff who clearly understand what they sell. This programme helps retail teams learn their products quickly, explain features in terms of real customer benefits and match the right product to each shopper's need. It gives a repeatable method for staying current as ranges change, suited to African retail floors from electronics to hardware and fashion.

What you will be able to do

  • Learn product ranges quickly using a structured approach.
  • Translate technical features into clear customer benefits.
  • Match products to individual shopper needs and budgets.
  • Compare products honestly to guide better choices.
  • Answer common shopper questions with confidence.
  • Keep product knowledge current as ranges and stock change.

Course outline

  1. 01Why product knowledge drives sales
  2. 02A method for learning ranges fast
  3. 03Features, advantages and benefits
  4. 04Matching products to shopper needs
  5. 05Comparing products honestly
  6. 06Answering common questions
  7. 07Handling range and price changes
  8. 08Practising on the floor

Who should attend

Retail sales assistants, floor staff, in store demonstrators and their supervisors across product based retail environments.

Dates, venues and fees

DatesVenueDaysFeeCalendar
17 to 18 Aug 2026Mozambique2US$1,100
24 to 25 Aug 2026Cairo2US$1,100
31 Aug to 1 Sep 2026Accra2US$1,100
7 to 8 Sep 2026Lusaka2US$1,100
14 to 15 Sep 2026Kigali2US$1,100
21 to 22 Sep 2026Nairobi2US$1,100
28 to 29 Sep 2026Durban2R10,000
5 to 6 Oct 2026Johannesburg2R10,000
19 to 20 Oct 2026Mauritius2US$1,100
26 to 27 Oct 2026Dubai2US$1,100
2 to 3 Nov 2026Lagos2US$1,100
9 to 10 Nov 2026Harare2US$1,100
16 to 17 Nov 2026Kampala2US$1,100
23 to 24 Nov 2026Dar es Salaam2US$1,100
30 Nov to 1 Dec 2026Pretoria2R10,000
7 to 8 Dec 2026Cape Town2R10,000
21 to 22 Dec 2026Online2US$900

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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