HungryPeople would like to share this wonderful advice from Tom Peters Sales25. It is the Number 1 in Tom's timeless sales advice.
It's good to take note that we all need this advice, not only people in Sales. Everyday, whether we're a corporate banker doing the spreadsheets, an operations guy managing the logistics department or a marketer developing campaigns – we all need to KNOW the product (or service) we are selling. Whether we work for our own company or work for others, we have to LIVE the brand. And yes, have deep product knowledge. Life is selling. Happy Selling!
Know Your Product.
It's an obvious point, but well worth stating (and re-stating): You've got to be smarter than hell about what you're peddling! And the “secret” to product knowledge goes beyond attending some classes, beyond reading the literature, beyond training to do demos. True product knowledge is deep knowledge. “Straight knowledge” is a necessary jumping-off point, but no more than that.
Deep knowledge comes from finding every known factual – and editorial – comment about your product or service. Everything's that's ever been said or written about it in print, on the Internet, wherever. For example, you should know all “objections” raised in popular reviews of the product or service (and be able to answer each one, of course.)
Deep knowledge also means developing your internal network: Make friends with (deep) designers and (deep) engineers in your product development department, and encourage them to share the “real story behind the product” - along with the product's significant features and (yes) hidden shortcomings.
When it comes to developing product knowledge, remember: More, more, more. And, more important: Deeper, deeper, deeper.
In sum: He or she who has the largest appetite for Deep Knowledge wins.
No comments:
Post a Comment