Know Your Product
In last week's post we referenced Arthur "Red" Motley's most famous quote. Perhaps his second-most recognized adage is his simple fifteen-word definition of the selling process, which is, "Know your customer; know your product; call a lot of people; ask all to buy."
A recent Paul Charles & Associates' newsletter contains an article about the opening line of Motley's definition. So today let's add some perspective on the second component, "Know your product."
Knowing our product means that we understand not only the features of our product or service, but also, and more importantly, the benefits... the specific way or ways in which our customers will benefit.
Having worked with many people over the years who have tried to master this simple feat, let me assure you that this, like many things in business and in life, is simple but not easy!
When thinking about whatever it is that your organization sells, ask yourself, "How do our customers BENEFIT?" Why should they buy our product or service...? What's in it for them?
Many people find that when they share their quick answers to these questions, their customers are secretly thinking, "So what!" In other words, the "quick answers" are usually the features, not the benefits... and features alone seldom "sell."
It is sometimes easier if we switch roles... imagine YOU are the customer, and someone else is telling you about their product or service. What might they need to say in order for you to feel their product or service truly addresses your needs... that their product or service has a benefit or benefits you want and value?
When they share real benefits you will know... when they share features, it's a likely bet you to will be thinking, "So what!"
When we have mastered the ability of describing the things our organization sells in terms of the benefits (rather than just the features), then we truly know our product.
Posted by Sales Calls Blog at 12/27/2011 11:52 AM 
Categories: business communication, selling skills
Tags: selling skills selling process benefits solution selling consultative selling know your product product knowledge
Categories: business communication, selling skills
Tags: selling skills selling process benefits solution selling consultative selling know your product product knowledge
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