One of the key essential of Selling is “Knowing your Product”. The best way to do this is to ask yourself a few questions that will give you a
- What is your product?
- What does it do?
- What solution/benefit does it provide to the customer?
- Why is there a need for this product?
- Why is your product superior to those similar to it?
- What benefits does your product offer that other companies with a similar product do not?
- Who is your target buyer?
- What problems are you solving for people with this product?
Understanding your product’s features allows you to present their benefits accurately, persuasively, confidently and with conviction. Customers respond to enthusiastic sales people who are passionate about their products and eager to share the benefits with them.
Use all relevant sources of information to learn about your products and services including:
- Your own experiences using the products
- Product literature such as
catalogs and brochures - Online forums
- Feedback from customers
- Trade and industry publications
- Internal sales records
- Your own Team Members
- Visit
to manufacturers - Sales Training Programmes
- Competitor information
- Testimonials
- Role Playing
It is important to “Communicate” with the customer instead of just “Talking”. Communicating is selling Benefits and not the Features. The success of a sales call depends upon your ability to communicate effectively how the benefits of your product or service will satisfy your customers.
Product Benefits are the links between your Product’s Features and your Customer’s Needs. You satisfy your customer’s needs by translating features of your product into specific benefits. To practice this skill, prepare a FAB Chart for your products.
FEATURE: A characteristic of a product or service (Anything that describes it).
ADVANTAGE: A general usefulness of a product or service to all people derived from this feature. It should answer
BENEFIT: A special usefulness of a product or service. The way in which the advantage satisfies an individual’s specific need. It should answer
Customers look for product knowledge. It helps them in their buying decisions. It’s how they trust you as a Sales Person. But remember, using product knowledge is a skill. Do not overuse it. Only talk about the benefit that satisfies customer’s need. The customer needs to feel that you have their best interest at heart and not putting on a show of your great intellect.
