Product Knowledge

Product knowledge Is an important part of selling any product or service. The more technical the product or service, the more crucial product knowledge becomes. You must become the 'expert.' To effectively sell a product or service you need to be able to describe, in detail, the specifications & benefits to the customer while making technology simple.

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The Importance of Product Knowledge:

 

#1 Learn about each model in a category and the benefits of the services available.
Start with your 'fully featured' models. When you know the best models in a category then you know all of them. As you move down from the fully featured models you're just removing features and benefits while putting money back in the customer’s pocket. Spending your time learning the top fully featured models will make it easier to learn about every model. Resources like CEDIA, manufacturer-specific training, and platforms like ProSource University are powerful tools in your quest for product mastery.

#2 Explaining Features & Benefits
As you learn more and more features of a product or service you must be able to explain how that feature benefits the customer in easy-to-understand terms. Keeping things simple can keep a customer from getting technology overload. What that particular feature does for the customer becomes the benefit. Features Tell and Benefits Sell.

#3 Knowing all the features & benefits doesn’t mean you list them all.
The more you know the easier it is to narrow down the choices to the ones that will impact the customer directly. It also leaves you some features and benefits you can keep in your sales back pocket if needed. Use the answers to your qualifying questions to pick the features that you want to spotlight. 

#4 If you get a question you cannot answer, do not make it up!
Let your customer know it was a great question and that you will find them an answer as soon as possible using your company's resources. Work with your manager to find out who in your company is responsible for fielding advanced technical questions.

It is never wrong to admit you don’t know something if you are willing to find the answer. That way you’ll know the next time that question gets asked. It’s not just about having the product knowledge, it’s knowing how to use it. 

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