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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.

Ready to book? Secure your place on this programme.

Register for this course

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

DatesVenueDaysFeeCalendarRegister
28 to 29 Sep 2026Online2US$900Closed
9 to 10 Nov 2026Johannesburg2R10,000Register
10 to 11 Nov 2026Cape Town2R10,000Register
11 to 12 Nov 2026Durban2R10,000Register
12 to 13 Nov 2026Pretoria2R10,000Register
16 to 17 Nov 2026Windhoek2US$1,100Register
17 to 18 Nov 2026Gaborone2US$1,100Register
18 to 19 Nov 2026Maseru2US$1,100Register
19 to 20 Nov 2026Mbabane2US$1,100Register
23 to 24 Nov 2026Lusaka2US$1,100Register
24 to 25 Nov 2026Harare2US$1,100Register
25 to 26 Nov 2026Lilongwe2US$1,100Register
26 to 27 Nov 2026Blantyre2US$1,100Register
30 Nov to 1 Dec 2026Mozambique2US$1,100Register
1 to 2 Dec 2026Nairobi2US$1,100Register
2 to 3 Dec 2026Dar es Salaam2US$1,100Register
3 to 4 Dec 2026Kigali2US$1,100Register
7 to 8 Dec 2026Kampala2US$1,100Register
8 to 9 Dec 2026Accra2US$1,100Register
9 to 10 Dec 2026Lagos2US$1,100Register
10 to 11 Dec 2026Cairo2US$1,100Register
14 to 15 Dec 2026Mauritius2US$1,100Register
17 to 18 Dec 2026Dubai2US$1,100Register

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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