Selling Skills: Understand the Product - Sarah Hedayati - ContactCenterWorld.com Blog
Are you happy with the performance of your sales team? Do they have a thorough understanding of your products and how to present them to customers in an engaging way? In-depth product knowledge is a critical component of sales success.
Use Product Knowledge to Simplify Explanations
Salespeople may understand how a product works, but they may not know how to explain the product clearly and succinctly to a prospective buyer.
Think about the last software demonstration you viewed.. The salesperson has given the presentation countless times, whereas you were seeing it for the first time. Were you able to follow along with every mouse click and screen transition? Or did the salesperson run through each slide too quickly for you to understand how the software might help you in your business? Did the salesperson use jargon? Or were you able to clearly understand the product’s features and the benefits to you?
Salespeople need to simplify the explanation. Joe Rawlinson, from Return Customer says, “Use a mental anchor that connects what you offer to something the customer already understands.” The goal is for the customer to be able to visualize what the end result will look like. No surprises.
Key Takeaway: The easier it is for a buyer to understand what the product does, how it relates to them, and how they would benefit from using it, the easier it is to close the sale.
Use Product Knowledge to Gain Confident Customers
Customers expect sales representatives to be knowledgeable. When salespeople are knowledgeable, customers have confidence in the company, the product, and their buying experience. If a salesperson hesitates or doesn’t have clear answers to simple questions, customers begin to question their purchase decision.
Key Takeaway: The more confident sales representatives are in their presentations, the more confident the prospect and the more likely the sale.
Use Product Knowledge to Put the Customer at Ease
When potential customers call, will they receive a clear explanation of the product and the purchase process? Or will be they be overwhelmed with terms and concepts they don’t understand?
One of the first times I walked into Starbucks, I ordered a medium coffee. The barista replied, “We have Tall, Grande, or Venti.” Rather annoyed, I said, “Whichever one’s the medium size.” She retorted with, “Well different people have different definitions of what medium means to them.” My initial annoyance quickly turned to extreme irritation.
Imagine how customers feel when they don’t understand the salesperson’s jargon. Few people will ask the salesperson to explain. Instead, they’ll put off the purchase decision or purchase someplace else.
Key Takeaway: Put the customer at ease by giving easy-to-understand product information. The less accessible the information is to the customer, the less likely the sale.
How do you know if your sales staff is performing? Listen to calls, give out quizzes, be a secret shopper. From there you will find out what kind of job aids and training the sales staff may need. Develop product training that sticks. If the training department is overwhelmed, a number of companies offer custom training tailored specifically to the needs of your team.
Stay Tuned: This post is the first in a series of three on helping reps close more sales.
- originally published on Impact's Customer Service Blog at http://www.impactlearning.com/selling-skills-understand-the-product/ - learn more about call center sales training, customer service training programs and customer service assessments from Impact Learning Systems.
Publish Date: February 23, 2012 6:15 PM