Product Knowledge

Chapter 7

Maria Cecilia A. David, MBA

 ▪ Every sale is, essentially, the
solution of a problem.
▪ To sell quality, you must know
Importance of what quality is.
Product
Knowledge ▪ You need to know how your
product is superior to the
product of your competing
company.
 ▪ “Product knowledge develops self-
confidence.”
Importance of ▪ When you know everything about
Product your product, it radiates confidence
Knowledge that you are capable of facing every
prospect.
 ▪ If you can present thoroughly to
your prospect, no matter how he or
she looks for another product,
Importance of
Product he/she will always come back to
Knowledge the salesperson where he
believes can help him solve his
problem.
 1. Production Methods
- How the product is being processed.
- The salesperson must know how to
deliver the fine points of the production
method.
Product - Ex. For bank products/services are the
Information that a departments involved
Salesperson Must
Know 2. Service Facilities
- The salesperson must be able to
provide the different service facilities
that the client may contact if something
goes wrong with the product.
 3. Distribution and Delivery – distribution
policies and pricing policies should be
known by the salesperson, specifically the
discounts available, terms of sale, where it is
bought.
Product 4. Product Lines and Differentiation – the
Information that a salesperson must know the complementary
Salesperson Must or related products to give the prospect a
Know better option.
5. Technical Details – knowing about the
physical size, operating features, and unique
attributes of the product will also help in
pitching it to the client.
 1. Personal Experience – experience
of handling prospect queries makes
the salesperson more competent in
Sources of providing convincing answers.

Product 2. Senior and Fellow Salesmen –

Knowledge regular meetings and discussions
provide valuable product
knowledge as well as training
sessions.
 3. Sales Manuals/sales kits – these
are generally furnished by the
company for the purpose of
reference by the sales force.
Sources of 4. Plant Visits – the salesperson
Product comes to know in detail about the
Knowledge manufacturing process, raw
materials used, standard of quality
control, packaging and other details.
 5. Meetings and Conferences – these
periodic meetings and conferences
also help the sales force in
Sources of enhancing their product knowledge
Product through interactions, discussions
Knowledge and deliberations.
 ▪ Knowledge is power for the sales
force, product knowledge can be the
vehicle for increased sales.
1. Strengthen Communication Skills.
Benefits of Using different techniques and
Product methods in presenting it to various
types of customers.
Knowledge
2. Boosts Enthusiasm. A display of
enthusiasm and belief in the product
may generate excitement among the
customers.
 3. Grows Confidence. Becoming
educated in the product and its uses
will help cement that confidence.
Benefits of 4. Assists in Overcoming
Product Objections. Factual information
Knowledge gained from product knowledge
may be used to explain or enlighten
about objections voiced out by
customers.