Learn the most important ways brands can use data to improve their sales
A sales associate with good knowledge of both a brand and its product is more likely to speak with confidence when talking to prospective customers. More confidence leads to higher sales and therefore brands actively seeking to boost their sell-through should begin by improving a sales associates' knowledge.
One such way for a brand to do that is by actively measuring its product training content engagement metrics. However, measuring metrics is only half the story, once a brand identifies any red flags it must be able to act on it to remedy the problem in a quick and scalable manner.
Here are the five most important things brands can do to remedy sell-through issues.
Low engagement means that sales associates aren’t interacting with your product training content or your sales enablement platform. This could be down to a number of reasons that need to be resolved immediately, if sales associates aren’t looking at your content it means they’re not consuming the information they need to sell your product.
A short-term way for brands to increase engagement is through an incentive. Providing a prize as a result of direct or indirect engagement with a brand’s content can lead to significant increases in lesson attempts. By levraging the Myagi platform, Orbea Bikes saw their training lesson attempts increase by nearly 500% compared to the same period one month prior. Additionally, lesson attempts increased 76% from their previous all-time high earlier that year.
By using an incentive brands can temporarily increase their engagement and expose sales associates to their content that they otherwise would not have seen. Once sales associates are familiar with a brand’s product training content it's likely they will become regular viewers of newly published content, thereby increasing the brand’s overall engagement metrics.
Low learn ratings occur when sales associates aren't learning anything new from a brand’s content. Additionally, they also occur when associates aren’t informed of what they need to know in order to answer customer questions and close a sale.
While a brand’s product training content may be engaging and well produced if there’s a gap between what sales associates are asked by customers on the shop floor and what they learn from digital content, it’s likely a brand will receive a lower learn rating.
By requesting and collecting feedback directly from sales associates, brands have taken the first step in making changes to their content - from there, they can produce and deliver exactly what the sales associate needs in order to answer their questions and close the sale.
If sales associates aren’t completing a brand’s product training content it's likely that they found the content unappealing or unengaging.
When it comes to video content, shorter videos work better than longer ones and hold the attention of sales associates more. Brands therefore may opt to cut down longer videos into bite-sized amounts as these have proven to be more engaging.
Additionally, other learning materials such as one-pagers, flip cards or text notes can help break down difficult or longer learning subjects into an easy-to-read and digest format.
Data that reveals a high number of sales associates are failing at answering lesson questions correctly could indicate that a brand’s content isn’t engaging enough. Lower levels of knowledge retention mean that associates guess the answers to questions at the end of a lesson rather than remembering the information from previously in the lesson.
By running a content audit of your video content as well as your evaluation collateral (one-pagers, flip cards etc) a brand is able to evaluate what areas of their content need improving in order to increase engagement and knowledge retention.
Higher levels of knowledge retention mean sales associates are more likely to remember the key pieces of information about a product when serving a customer, ultimately increasing the likelihood they close a sale.
If data shows that a particular store is underperforming relative to other stores it may mean that the store needs specific attention. A digital retail sales enablement platform that provides store-by-store level data allows brands to monitor the performance of sales associates in each store.
By assigning brand reps to follow up and monitor particular stores brands can target the stores in need and take steps to raise their performance.
Data is able to inform brands on the performance of their product training content and whether or not sales associates are engaging with it and performing well. When associates perform well and products are selling both brands and retailers are happy, however when tides turn and sell through isn’t at the expected levels there are actionable things brands can do to correct course.
A digital retail sales enablement platform like Myagi’s gives brands real-time data via its analytics feature enabling brands to monitor their content's performance. Additionally, Myagi Services offers a range of services including Content Audit and Incentive planning to help boost the performance of a brand’s product training content.
To find out more about how Myagi or Myagi Services can help increase your brand's sales get in touch or click the button below to chat with us.