Would you agree or disagree with this statement? "You can have the best sales skills in the world, however, if you don't know your product you won't sell a damn thing".
I'm a firm believer in the above, excellent product knowledge has allowed me to be extremely successful selling print devices. I feel bad for those sales peeps have the cheapest or lowest price along with zero product knowledge. The end result is guy and gals like me will eat them for lunch.
LinkedIn is full of sales guru's touting relationship building, sales gimmicks, being genuine, but none of this works if you don't know your products. I'm not saying they are wrong, but there's no one preaching product knowledge anymore. Product knowledge about what your device can and can't do, along with interpreting how that will help your client will go a long way in winning an order.
Product Guides
I'll admit, I'm not a big book reader, but every chance I get I'll read the product guides about the devices that I sell. Back in the eighties there were no product guides. In order to learn more about your copiers or your competitors copiers it was key to read the operators manual . Reading the operators manual is still a good idea when you're not sure what the brochure means. Meaning sometimes we read about a feature and interpret it the wrong way. It happens more often than not because of those crafty marketers. The operator manual does not lie and walks you through the feature and how it works.
The Appointment
Picture this, a sales person enters the appointment and has excellent rapport with the buyer. That sales person is genuine, and extremely likable. The buyer has already gathered much of the information that they required on the web. The buyer now wants to ask a few questions about the device that they couldn't find answers to. Those questions at the appointment go unanswered with the reply that I'll have to get back to you. Sales person exits.
Our next salesperson has all of the same characteristics of the first sales person. When it comes to answering the questions of the buyer, this sales person is able to answer all of the questions along with giving advise about those configurations. Who do you think is going to win the order?
Tips for Increasing Product Knowledge
- First things first, read the darn brochure of the product you are selling. If you don't understand something then ask one of your peers or even put a thread here on the Print4Pay Hotel. Some one will help you.
- If you know who your competitor and the brands they are selling, read their brochures and see where there are differences. If you have a question then this site is a great place to post that question.
- Every MFP from every manufacturer sports a product guide. These guides go in depth about the features of the device and how they can help the end user. Read your product guides.
- Read your competitors product guides, these may be a little tougher to get but they're out there and all you need to do is ask.
- Maybe you have senior rep at your office, maybe someone like me that has too much knowledge and is willing to part with it. Ask and ye shall receive.
- YouTube Videos, it's all there almost everything you need about your devices and the competition. Excellent resource!
Finding the Time
- Smart phones is probably the best tool I ever had. Use them to your advantage.
- Do your research at lunch. Instead of eating with a buddy, go private and take the time to learn.
- You arrived at the appointment early, instead of checking Instagram, Facebook or SnapChat, dial (lol dial) up the web and prepare your self.
- You arrived early at work today, take a few minutes here too.
- There's another place where you can steal a few minutes here and there, but we'll leave that up to your imagination.
Knowing Your Technology
I'll probably get some push back on this, but I would bet dollars to doughnuts that if I asked 10 sales people how a printer makes an image. Seven out of ten would be lost. That question might not ever be posed to you, but wouldn't be awesome if it was and you could transfer that knowledge to your client?
Sometimes you don't have to like someone to buy from them. Yes, you do need to trust them. Would you trust the more knowledgeable sales person than the less knowledgeable sales person. Yup, I'm thinking more knowledgeable is going to win.
-=Good Selling=-
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