1. The Importance of Product Knowledge
Chrissie Bolger
Head of Professional Retail Development
62-66 Farringdon Road, London, EC1R 3GB
Tel:  W:
QUALIFICATIONS|CAREERS|COURSES|APPRENTICESHIPS

2. Definition ‘Product Knowledge’ The expertise of a sales-person to give
enough information about an item,
with the ability to convince the customer to buy.

3. Product Knowledge gives us the power to…..
Present a product with confidence and passion
and answer questions confidently
Builds customer relationships and trust
Outline the Features and Benefits of each product
Know enough about our products to overcome objectives
Recommend suitable products to each individual customer
Personal after sales service

4. What to Know About Your Products
Pricing structure
Styles, colours and models available
History of the product
How to use the product
Special manufacturing process
Servicing, warranty and repair information
Product delivery

5. It is important to understand how the product is made, the value of the product, the materials used and what products work well together.
Therefore moving into the natural sales
process of cross selling and up selling

6. Jewellery Metals
Platinum
Gold GG
Palladium
Titanium
Silver

7. Metals used in Jewellery
Palladium
Palladium is a precious metal used in jewellery production.  It is a rare metal extracted from the earth’s crust and has the same white colour as platinum therefore aesthetically they look very similar.
Platinum
Platinum is a white metal, but unlike gold it is used in jewellery in almost its pure form (approximately 95% pure). Platinum is extremely long wearing and is whiter than gold.
Gold
Gold is the most popular choice for mens and ladies wedding rings and engagement rings.
Silver
Sterling silver is a white-grey coloured metal which is less expensive than gold, platinum and titanium. Sterling silver is an alloy that contains 92.5 percent of pure silver and 7.5 percent of other metals such as copper, lead, zinc, nickel, gold etc.
Titanium
Titanium is a natural element which has a silver-greyish-white colour. It is the hardest natural metal in the world.

8. Modern UK Hallmarks

9. Diamonds

10. The 4 C’s

11. Colour Whilst colourless diamonds are the most popular,
they are just one category of diamonds. The other category is known
As fancy colour diamonds.

12. Clarity
This refers to the cleanness or purity of the stone. Most gemstones contain small impurities, or inclusions. In a diamond these are usually small pieces of black carbon.

13. Cut As it sounds, describes the way that the diamond is cut.
For a diamond to display its full beauty and sparkle,
the cut has to be correct and follow certain proportions.

14. Carat
Diamonds are weighed in carats; this is the recognised international standard.
In fact, all gems are weighed in carats other than pearls.

15. The 4 C’s revised

16. It may take a while to easily articulate product knowledge
Within time, staff will become confident in providing all the
information customers need to make their purchase
Confidence is POWER
The result …….

17. Improved Sales Results
Measured through customer shopping experience,
Feedback and Key Performance Indicators
Increased staff motivation and team dynamics