Product Knowledge

Overview/Description
 Truly successful salespeople can turn objections into buying signals. They recognize that objections usually fall into one of the following three categories: the product, the company and the salesperson--so this final course in the Sales Wheel of Success advanced sales series focuses on the continuing need to develop product and company knowledge. You will see that to change an objection into a buying signal you need to be prepared. Product knowledge and awareness of your company's service levels and competitors is essential, and you must also be able to communicate and present this information at customer level--to capitalize on every sales opportunity you must leave no room for misunderstanding. In this course you will explore the need to develop knowledge in specific areas and, more importantly, present the information in different ways for different customers. You will learn how to give your customers a clear understanding of your product, service or company, and how responding to their need for specific methods of communication will deliver improved sales results.

Target Audience
 Experienced and newly-appointed sales managers and salespeople with an understanding of the sales process and basic selling skills.

Expected Duration
3.0 hours

Lesson Objectives:

Prepare to Be a Winner

  • identify the value of developing product, company, and competitor knowledge.
  • recognize how developing product knowledge improves the salesperson's performance in the sales appointment.
  • identify how developing company knowledge helps to improve sales results.
  • recognize why it is essential to develop knowledge of competitor products and services.

    • Product and Company Knowledge Can Win the Sale

  • identify the value of product, company, and competitor knowledge during the sales process.
  • recognize how product, company, and competitor knowledge helps to establish customer needs.
  • identify how product, company, and competitor knowledge helps to sell benefits.
  • recognize how product, company, and competitor knowledge helps to overcome customer objections.

    • Communicating Product Knowledge

  • recognize the value of presenting product and company knowledge using different communication methods.
  • recognize why there is a need to be adaptable when presenting product and company knowledge.
  • apply appropriate presentation techniques for a visual customer.
  • apply appropriate techniques for an auditory customer.
  • apply appropriate techniques for a kinesthetic customer.

    • Course Number: SALE0218