Becoming a Product Expert
6.2 Describe the importance of becoming an expert regarding product knowledge
One of the major challenges facing salespeople is winning the customer’s trust. A survey reported in Sales & Marketing Management ranked product knowledge as the number-one characteristic of salespeople who are able to build trust.17 Ideally, a salesperson possesses product knowledge that meets and exceeds customer expectations, increasing sales effectiveness and willingness to pay.18 Noted author and management consultant Tom Peters says that when it comes to product knowledge, remember: “More, more, more. And, more important: Deeper, deeper, deeper.” In summary: “He or she who has the largest appetite for Deep Knowledge wins.”19 The recognized ...
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