When you ask a real estate agent what makes a property valuable, the answer is always: "location, location, location". When you ask a customer what makes a one salesperson better than another, the answer is always--"product knowledge, product knowledge, product knowledge".
Most salespeople who have been selling a product for some time feel that they possess product knowledge. But product knowledge is an elusive beast.
Let's take an item like a refrigerator. They seem to be a commodity. But what makes one better than another? Assume you're a Sub Zero salesperson. You have to convince the prospective customer that there's a value to paying several times more for the Sub Zero than for a Kenmore or Maytag. What is the value in a Sub Zero? Now is when product knowledge plays a critical role. You need to understand refrigeration compressors. What makes one compressor better than another? What is the advantage of two compressors since Sub Zero has two compressors and normal refrigerators have one. Sub Zero has two evaporator coils and dual zone temperature control. What does an evaporator do? Why is dual zone temperature control important? Why does a Sub Zero weigh twice as much as any other refrigerator? Why is this important? What do people want in a refrigerator? Adjustable shelves? Easy access to the freezer?
This is what's involved in "product knowledge". When a salesperson says: "Oh, yeah, Sub Zero is the best. Everyone knows that", he is not selling, he is taking up space, he is giving a bad name to the sales industry. He is not practicing the fine art of selling.
So, first you must know your product, inside and out. Then you have to know your competitor's product inside and out. Then you make presentations to anyone who will listen in order to practice your "pitch".
And speaking of "pitch", every salesperson should have a 5 sentence "elevator speech" about himself and his product. This is the five sentences that gets a customer to stop and listen. This is the five sentences that demonstrates to the customer that you know what you're talking about. And this elevator speech applies to everyone who practices the fine art of selling.
An example of an elevator speech from a Sub Zero salesperson: "My name's Ed and I've been selling Sub Zeros for five years now. There's a reason they're the highest priced refrigerator on the market. You don't have to worry about failure--everything is dual: dual compressors, dual evaporators. And the reason they weigh twice as much is the insulation--so they are tremendously energy efficient. It would be worth your while to spend a few minutes while I show you the benefits of a Sub Zero".
Most salespeople who have been selling a product for some time feel that they possess product knowledge. But product knowledge is an elusive beast.
Let's take an item like a refrigerator. They seem to be a commodity. But what makes one better than another? Assume you're a Sub Zero salesperson. You have to convince the prospective customer that there's a value to paying several times more for the Sub Zero than for a Kenmore or Maytag. What is the value in a Sub Zero? Now is when product knowledge plays a critical role. You need to understand refrigeration compressors. What makes one compressor better than another? What is the advantage of two compressors since Sub Zero has two compressors and normal refrigerators have one. Sub Zero has two evaporator coils and dual zone temperature control. What does an evaporator do? Why is dual zone temperature control important? Why does a Sub Zero weigh twice as much as any other refrigerator? Why is this important? What do people want in a refrigerator? Adjustable shelves? Easy access to the freezer?
This is what's involved in "product knowledge". When a salesperson says: "Oh, yeah, Sub Zero is the best. Everyone knows that", he is not selling, he is taking up space, he is giving a bad name to the sales industry. He is not practicing the fine art of selling.
So, first you must know your product, inside and out. Then you have to know your competitor's product inside and out. Then you make presentations to anyone who will listen in order to practice your "pitch".
And speaking of "pitch", every salesperson should have a 5 sentence "elevator speech" about himself and his product. This is the five sentences that gets a customer to stop and listen. This is the five sentences that demonstrates to the customer that you know what you're talking about. And this elevator speech applies to everyone who practices the fine art of selling.
An example of an elevator speech from a Sub Zero salesperson: "My name's Ed and I've been selling Sub Zeros for five years now. There's a reason they're the highest priced refrigerator on the market. You don't have to worry about failure--everything is dual: dual compressors, dual evaporators. And the reason they weigh twice as much is the insulation--so they are tremendously energy efficient. It would be worth your while to spend a few minutes while I show you the benefits of a Sub Zero".
No comments:
Post a Comment