Knowledge

How can you sell something you know nothing about? Well, some people say it could be done, and yes it probably could. But that is like selling a lie. We're talking about product knowledge. What we want to focus on is what amount of knowledge is required to sell your product or service? You only need to know ENOUGH to sell something, and that is all. Product knowledge is not necessarily the "what" you are selling, but the more the "why" you are selling. Let's begin.

Rule #2: Sell the benefit. (Always sell the "why")

Let's begin the six steps to sales success by asking why a person buys something. The psychology of buying is a science unto itself. What makes one person buy something and not another?

When we talk of "knowledge" as it relates to sales techniques, we are talking about two things:

1- Product or service knowledge. You have to know about what you are selling> You have to have a base of understanding of your products or service to sell it. However ee endorse the view that you only need to know enough to sell it. That is, you do not need to know how to make a piano to sell one. At one time in my life, I sold grand pianos. Was I a concert pianist or a piano manufacturer? Absolutely not! But I learned  enough of piano manufacturing and quality to sell them.  You don't need to be a concert pianist to sell concert pianos. What you need to know is what a concert pianist needs in a concert piano, that is the difference. Spouting out all kinds of statistics on manufacturing techniques or reams of facts will not sell a piano. A concert pianist does not care about stats... he only cares about the stats that affect his ability to play. So the knowledge we are talking about is the type that your clients will care about. Because they are the ones buying it, not you.

2- Knowledge of the benefits or the "why" someone would buy this product. Selling the benefit is the key to great sales success. A concert pianist wants the quality of sound, the "feel" of the keys, the weighted action. These are all the benefits of a concert piano. Another way of looking at it is, does a person buy a chain saw or a cut tree? Does a person buy a stapler or stapled pages? Does a person buy a lawn mower or a clean cut lawn? The benefits of a particular product is what will sell that product or service. Learn what the benefits are of the product or service you are selling and you will succeed in sales.

It all starts at the end. The close.  This sales program is designed so that you always have the end in mind. The end in mind means that you have a purpose, you have a goal. as simplistic as this sounds, to achieve any goal you must first SET THE GOAL. In sales, that can often times mean having set objectives in EVERYTHING that you do. For this program to be effective we highly endorse setting goals and clear objectives.

Now lets go look for some gold.... Prospecting