Sales Training Module Series
STM – 2 Series of 2010
Know the Product that You are Selling
Product knowledge is essential to all successful sellers. Before going to your prospect you must know the details of the product that you are selling so that if questions are raised you could easily answer them. Buyers could readily determine if you know what you are talking about and gets turned off easily when you are unable to answer questions that they need to make the final decision to buy.
In knowing your product it does not necessarily mean that you must have a superior technical knowledge of the product that you are selling. Some sellers spend so much time studying the technical matters of the product with the hope that they would be able to dazzle their prospects with technical jargons that would impress their prospect. Ironically the use of too much technical jargons does not always guarantee closing a sale.
Knowing your product means that you would need to have an understanding of the extrinsic value of the particular product that would move your prospect to buy it. Given a wide array of products to sell, the sellers must be able to correlate each product line to the value it would have to a particular target market. Each product line appeals to a particular target market for the value that it represents. Sellers must have an understanding of the needs of each target market so that it could relate the kind of products that it would offer to that particular segment.