Q.What is meant by 'knowledge of the product'? State any two reasons why it is important for a salesman. (2 marks)

Product knowledge is the salesman's expertise about what he sells, and it is the foundation on which every sale is built.

Any two genuine reasons from the standard list satisfy this question.

Meaning. Knowledge of the product means the salesman's complete and accurate understanding of everything about the goods he is selling — what it is made of, what it does, how it works, how it is used and maintained, its price and terms, how it compares with rival products, and the benefits the buyer will get. A salesman cannot persuade anyone to buy what he himself does not fully understand.

Reasons it is important (any two):

1. It builds the salesman's own confidence, so he speaks with assurance.
2. It wins the customer's confidence and trust, since accurate answers make the buyer feel safe.
3. It lets the salesman answer questions and clear doubts promptly and correctly.
4. It equips him to meet objections convincingly with facts.
5. It helps him convert product features into benefits that meet the customer's need.