Are You a Product Knowledge Expert?:-
When I began my career as a Sales Associate in the automotive industry 14 years ago, I was given some dubious advice by one of my Sales Managers: " Don't worry too much about product knowledge at first," he said. "You'll pick it up over time." "Besides," he continued, " if you don't know something, tell your customers you're new, and that you'll have to check; they won't mind that at all. In fact, if you want to, you can say 'I'm new' for the entire first year you're in business!" Wow! Despite that pathetic coaching, I survived, discovered the importance of product knowledge, and went on to become a product knowledge expert; and in this article, I'll show you how to become a product knowledge expert too! The examples I'll use come from automotive sales, but with a little thought, you can create similar examples for any product; the principles always work!
Many sales training programs consist primarily of product knowledge and competitive comparisons. Why? Because although the technique of selling is extremely important, it becomes almost meaningless without expert product knowledge; you can't be very effective at selling products you don't know much about, or believe in. So, knowledge of your products and what the competition is offering, are extremely important factors. After all, you're supposed to be an expert! Customers come to you for knowledge, demonstration, explanation and comparison. If you can't show them why your products are the best choice for their hard-earned dollars, then why should they buy from you? What you offer, the benefits your customers will enjoy, and the advantages your products have over the competition, should always be at the forefront of your mind; this is the only way to help your customers make quality decisions about your products. For automotive sales, it means: helping your customers make a quality transportation decision!
Unfortunately, the process of becoming a product knowledge expert today, is much more difficult than it was 14 years ago. And, the automotive sales field is just one example; virtually every sales field has become more complex and expansive. Within the automotive industry, manufacturers have targeted niche markets, and the number of models and trim levels have proliferated. This phenomenon is evident in many sedans, SUVs, minivans and pickup trucks. Add innovations that weren't around 14 years ago, like GPS Navigation, Bluetooth, Smart Key, Dynamic Laser Cruise Control, Park Assist, etc., and the task of becoming a product knowledge expert becomes formidable. How can you possibly master this ever-expanding sea of models, variations and trim levels? There's an old saying: "The best way to eat an elephant is-one bite at a time!" So use this "advice" to master your product line(s). The key is to take your learning sessions in small "bites," but to learn something new every day! Here's how to do that:
Begin with your most popular model; it could be a sedan, SUV, minivan, or pickup truck. Take a clean sheet of paper, and draw four vertical columns. The headings for these columns should be "Features," "Functions" (how the features work), "Customer Benefits" and "Dominant Buyer Motive(s)." Next, simply walk around your chosen vehicle, noting every feature you can think of, both outside and inside. List them in column one, leaving some space between features (it's OK to use more than one sheet). Then, write a brief description of how each feature works; put that in column two. Go on to column three, and describe the benefit your customers would derive from having that particular feature. Finally, in column four, list what dominant buyer motive or motives this feature would appeal to. At first, make notes that make sense to you. Then, simplify everything so that a 12- year-old could understand it. Remember, you will be a product knowledge expert, but your customers won't be; therefore, you must make your explanations simple enough for them to comprehend easily. This process may sound complex, but it's not; after some initial effort, the entire process will become a "snap." Lets get specific. If you study the following example, it should clarify the entire process for you. We'll use"anti-lock brakes" as the feature in this example; then of course, the "Feature" column would indicate anti-lock brakes. Next, the "Function" column might state: In a panic stop, a computer will pump your brakes faster than any human could, and that prevents wheel lockup.The "Customer Benefit" column should state: This will enable you to maintain steering control, and allow you to steer safely around any obstacle in an emergency situation. And, under "Dominant Buyer Motive(s)" you would list: safety, performance and resale value. Now, simply continue this process until you have covered all the features for your targeted vehicle. Depending on complexity, it might take one day or one week to master that vehicle. Then, move on to the next model. Eventually, you will go through all of your models in a surprisingly short time; and with an occasional review, you will begin to become a product knowledge expert! This process forces clear and logical thinking on your part, and such thinking will greatly enhance retention.
Article Source: http://EzineArticles.com/5580134
Many sales training programs consist primarily of product knowledge and competitive comparisons. Why? Because although the technique of selling is extremely important, it becomes almost meaningless without expert product knowledge; you can't be very effective at selling products you don't know much about, or believe in. So, knowledge of your products and what the competition is offering, are extremely important factors. After all, you're supposed to be an expert! Customers come to you for knowledge, demonstration, explanation and comparison. If you can't show them why your products are the best choice for their hard-earned dollars, then why should they buy from you? What you offer, the benefits your customers will enjoy, and the advantages your products have over the competition, should always be at the forefront of your mind; this is the only way to help your customers make quality decisions about your products. For automotive sales, it means: helping your customers make a quality transportation decision!
Unfortunately, the process of becoming a product knowledge expert today, is much more difficult than it was 14 years ago. And, the automotive sales field is just one example; virtually every sales field has become more complex and expansive. Within the automotive industry, manufacturers have targeted niche markets, and the number of models and trim levels have proliferated. This phenomenon is evident in many sedans, SUVs, minivans and pickup trucks. Add innovations that weren't around 14 years ago, like GPS Navigation, Bluetooth, Smart Key, Dynamic Laser Cruise Control, Park Assist, etc., and the task of becoming a product knowledge expert becomes formidable. How can you possibly master this ever-expanding sea of models, variations and trim levels? There's an old saying: "The best way to eat an elephant is-one bite at a time!" So use this "advice" to master your product line(s). The key is to take your learning sessions in small "bites," but to learn something new every day! Here's how to do that:
Begin with your most popular model; it could be a sedan, SUV, minivan, or pickup truck. Take a clean sheet of paper, and draw four vertical columns. The headings for these columns should be "Features," "Functions" (how the features work), "Customer Benefits" and "Dominant Buyer Motive(s)." Next, simply walk around your chosen vehicle, noting every feature you can think of, both outside and inside. List them in column one, leaving some space between features (it's OK to use more than one sheet). Then, write a brief description of how each feature works; put that in column two. Go on to column three, and describe the benefit your customers would derive from having that particular feature. Finally, in column four, list what dominant buyer motive or motives this feature would appeal to. At first, make notes that make sense to you. Then, simplify everything so that a 12- year-old could understand it. Remember, you will be a product knowledge expert, but your customers won't be; therefore, you must make your explanations simple enough for them to comprehend easily. This process may sound complex, but it's not; after some initial effort, the entire process will become a "snap." Lets get specific. If you study the following example, it should clarify the entire process for you. We'll use"anti-lock brakes" as the feature in this example; then of course, the "Feature" column would indicate anti-lock brakes. Next, the "Function" column might state: In a panic stop, a computer will pump your brakes faster than any human could, and that prevents wheel lockup.The "Customer Benefit" column should state: This will enable you to maintain steering control, and allow you to steer safely around any obstacle in an emergency situation. And, under "Dominant Buyer Motive(s)" you would list: safety, performance and resale value. Now, simply continue this process until you have covered all the features for your targeted vehicle. Depending on complexity, it might take one day or one week to master that vehicle. Then, move on to the next model. Eventually, you will go through all of your models in a surprisingly short time; and with an occasional review, you will begin to become a product knowledge expert! This process forces clear and logical thinking on your part, and such thinking will greatly enhance retention.
Article Source: http://EzineArticles.com/5580134
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