You do not need a Ph. D. in fishing tackle, but the more knowledgeable you are about the products you sell, the better your sales will be. It is a known fact that large box stores make their money by selling in volume, not by selling based on staff knowledge. Get a leg up on them by selling with knowledge. Keep yourself and your staff informed and up to date on the latest and greatest products and how they compare to the older models. What has changed, what has been improved and what has just a new look. Knowing these essential will help you sell not only more new products, but also will help you when you need to explain the benefits of the products to your customers. Your customers come to you for your advice and knowledge, keep them coming back by supplying both with each sale.