Over the years, I’ve seen some retailers who have extensive product knowledge and who have helped improve the health of hundreds (if not thousands) of consumers by means of well-thought-out, appropriate nutrition and dietary supplement recommendations. Unfortunately, I have seen at least an equal number of retailers who consistently make poor and inappropriate recommendations to consumers—which, at best, results in no benefit, and at worst results in some level of harm. These uneducated retailers hurt the reputation of the industry as a whole and perpetuate the unfair moniker of vitamin retailers selling “snake-oil.”
The solution to this problem is basic and relatively simple: education. Only after a retailer educates himself and his staff can the business of natural products retailing truly be brought to a high level of respectability and considered a viable and trustworthy provider of health care products. Consumers deserve a well-educated retailer, and the benefits of education to retailers are many:
- One such benefit is sales. Using a product-knowledge/sales training program, one franchised chain of vitamin stores increased its average sale of dietary supplements by a significant 31 percent.
- Another benefit is when you really know what you’re talking about, it is evident to your customers. The result is they will perceive your recommendations as having greater credibility. This leads to more word-of-mouth referrals and more sales.
- Furthermore, when you understand more about the products you’re selling—including how to present information to your customers in a way that is effective as well as compliant with federal law—you decrease your risk for any potential legal problems.
- A well-educated retailer will also have the knowledge needed to offer free lectures on nutrition and dietary supplements to the public. Such lectures can take place in the actual store or at some other venue (e.g., local gym, library, recreation department, etc.), and can also increase credibility and sales.
- Depending upon the level of education obtained, retailers can also generate an additional revenue stream by offering personal nutrition counseling sessions with customers.