Product Knowledge Sheet
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A wholesale partnership is a classic example of a symbiotic relationship, in which both parties benefit from their mutual association. In addition to the sales that both parties enjoy when a product flies off the shelf, the wholesaler gets increased exposure for their brand, while the retailer gets an exciting brand to present their customers with.
As such, your work is never done once you land your product on the shelf. Sure, it’s not your job to sell it to the end consumer — that’s the job of the retailer and their staff. But you must provide them with the knowledge to do so.
A product knowledge sheet does just that. It arms your retailers and their staff with the knowledge to sell your products to their customers, and it gets them excited about your brand so that they can sell it with enthusiasm.
In other words, it treats your retailers and their staff as your brand ambassadors.
Perhaps you’re wondering, how is this any different from my catalog/brand book? The difference is that you’re not trying to persuade anyone with your product knowledge sheet. The retailer has already bought into your brand and placed an order. Now you just need to arm them with the knowledge to sell it to their customers.
Think of it as sales materials for the retailer, or as the handout that you would pass around if you were to go to a store and give a staff training.
Start by asking yourself these questions:
- How did my product come to be?
- What niche does it fill in the market?
- Who is my target customer?
- What sets my product apart from the competition?
- What is our manufacturing process, and how is it special?
- What are our sourcing standards, and how are they special?
If you know your UVP and USP, the answers to these questions should come easily. Now, take those answers and formulate them into a one page document that articulates the key talking points about your product and brand.
It should be something that your buyers can easily circulate among their sales associates, so that they are fully equipped to answer their customers’ questions and talk up your products. A black and white PDF will suffice. Keep it to one page, so that they can cheaply print out as many copies as they need to. And always include one with any first order shipment.
Here is a sample Product Knowledge Sheet, based on the beer concept that we developed in our series about creating a niche product:
Final Thoughts
Retailers are highly scientific about the products that they feature on their shelves. They operate according to concepts like Sell Through Rate, a measure of how fast a product sells in their store. You better believe that they have their eye on your product, and if it doesn’t sell, they won’t be placing reorders.
Their success is your success. Give them everything they need to sell your stuff.
