Final answer:
Sales associates should test or sample their products to effectively communicate benefits and reassure buyers with imperfect information. Personal experience with the products enhances credibility and trust, which is crucial in overcoming buyer hesitations and fostering informed decisions.
Step-by-step explanation:
It is important for sales associates to test or sample the products they will be selling because it allows them to gain firsthand experience of the product features, benefits, and potential drawbacks. This knowledge equips sales associates with the necessary tools to address customer questions accurately and with confidence, providing a form of reassurance to potential buyers who may have imperfect information. When associates understand the product, they can convincingly explain its value and effectiveness, helping to bridge the information gap that buyers often face. For example, in a scenario where a new laundry detergent is tested, associates who have used the detergent themselves can share personal testimonies or specific results from the testing, like the proportion of consumers who prefer the new brand over the leading competitor, to persuade customers.
To further reassure customers, sellers can provide comprehensive product demonstrations, offer money-back guarantees, share customer reviews and testimonials, and provide detailed product information, including studies or research that support the product's claims. In the case of a sample being taken, such as a study that shows preference for a new detergent, it's important to note that a well-done survey can provide reliable insights without surveying the entire population, though larger samples typically yield more reliable results. These strategies help reduce buyer skepticism and encourage informed purchasing decisions.