Product knowledge is imperative in sales. If you go out to buy a new blender, speaking to a sales assistant who knows nothing about blenders and how they work will not persuade you to buy one. However, does this mean your decision is based on the knowledge, or the person?
Assuming that product knowledge is far more important than sales techniques will lose you opportunities and clients. Many people make the mistake of familiarizing themselves with products, but not clients.
Unless a customer knows exactly what they want, they will end up buying the salesperson more than the product or service itself. How many times have you called a printing company and eventually hung up the phone empty-handed because a sales assistant is inattentive to your needs and fails to question precisely what solutions you are seeking.
Product knowledge only works in conjunction with communication skills. It’s important to show a client that you know what you’re talking about, especially with complex products and services in the financial sector. However, you’ll only be able to make a customer listen if you’re directly addressing their needs.
You could talk about the intricate technology and qualities of what you’re selling for hours, but if they don’t resonate with your customer’s needs, then the client will tune out after a few minutes and become frustrated. Listening to what clients are looking for and ensuring you ask enough questions to narrow-down their options will open up a stronger relationship with clients.
Listening and questioning skills are imperative in sales. You may have the best memory for product knowledge, but if you lack the interpersonal skills to effectively communicate with clients, you’re wasting time and energy on missed opportunities.
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