Knowledge of the Product

Knowledge of the Product

Meaning. Knowledge of the product means the salesman's complete, accurate understanding of everything about the goods he is selling — what the product is made of, what it does, how it works, how it is used and maintained, how it compares with rival products, its price, terms of sale, after-sale service, and the specific benefits a buyer will actually get from it. A salesman is, in the customer's eyes, the expert on the product; he cannot convince anyone to buy what he himself does not fully understand.

Importance of product knowledge. Thorough product knowledge is the foundation of successful salesmanship, for several reasons:

1. It builds the salesman's own confidence. A salesman who truly knows his product speaks with assurance; a hesitant, unsure salesman quickly loses the customer's trust.
2. It wins the customer's confidence and trust. Buyers rely on the salesman's word; accurate, knowledgeable answers make the customer feel safe in buying.
3. It lets the salesman answer questions and clear doubts promptly and correctly, instead of fumbling or guessing.
4. It equips the salesman to meet objections convincingly — most objections are really requests for more information, which only a well-informed salesman can supply.
5. It helps convert product features into customer benefits — the salesman can explain not just what the product is, but what it will do for this particular buyer.
6. It enables honest comparison with competing products, so the salesman can fairly show why his product suits the customer's need.
7. It reduces returns and complaints, because the customer buys the right product for the right use, correctly understood.

Selling points. A selling point is any feature, quality, or characteristic of the product that can be used to attract a customer and persuade him to buy — in other words, a genuine advantage of the product that answers the customer's unspoken question, why should I buy this? Selling points may relate to:

• Quality and durability — how well the product is made and how long it lasts.
• Price and value for money — affordability, or superior worth for the price.
• Design, appearance, and style — how attractive or modern the product looks.
• Utility and performance — how well it does the job the buyer needs done.
• Ease of use and convenience — how simple it is to operate and maintain.
• Safety — protection from harm or risk in use.
• After-sale service, warranty, and availability of spare parts.
• Brand reputation and the maker's goodwill.

A good salesman selects, from all the selling points, the ones that matter most to the particular customer in front of him and emphasises those.

Sources of product knowledge. A salesman gathers product knowledge from many sources:

1. The product itself — by personally examining, handling, and using it.
2. The manufacturer / employer — through training programmes, product manuals, catalogues, price lists, leaflets, and specification sheets supplied by the firm.
3. Fellow salesmen and the sales manager — their day-to-day selling experience.
4. Customers — their feedback tells the salesman how the product actually performs in use and what buyers value or complain about. …