Customer Product Knowledge
Part 2, 7/24/06

Customers will ask more questions thanks to the Internet.

By: Matt Michel

Continued from Part 1.

The Impact of the Internet
In the past it was easier for salespeople to bluff. The Internet has changed the equation. Consumers are now armed with more information than ever before. Frighteningly, it may not be accurate information.

While you should never assume the customer knows anything, you cannot rule out the possibility they know a great deal. Good sales professionals will ask probing questions to ferret out whether the customer is well informed or not. They will try to identify any pre-conceived notions. They will not bluff.

If you get caught bluffing by a knowledgeable customer, you’ve blown it. The customer sees you as a liar. Anything you say afterwards will be suspect. If they ultimately buy from you, it’s *in spite* of you, not *because* of you.

The Alternative to Bluffing
One of the hardest sales lessons I had was to learn that it was okay on occasion to tell the customer, “I don’t know.” It was okay as long as it was followed by a, “But I’ll find out.” And then, I would find out.

It’s okay to admit ignorance as long as you correct it and get back to the customer… fast. In fact, many people respect the fact that you’ll willing to admit it when you don’t have all of the answers. Like a wild card in poker, you cannot play the ignorance card often. In the end, there’s no substitute for pure product knowledge.

Product Knowledge in the Organization
Sales professionals should be expected to study their products, their competitors’ products, and the information and misinformation available on the Internet. They are not, however, the only people to come in contact with the customer.

Your technicians, your CSRs, and your dispatchers will all touch the customer. Thus, they will all be placed in selling situations whether they consider themselves salespeople or not. They also need product knowledge.

As a manager of your company, you cannot assume non-salespeople will apply themselves to gain the product knowledge they need for those moments of customer contact when the right information can result in a sale. Educate them. In fact, have your sales professionals educate them. While it’s harder to be a lazy salesperson these days, it’s not impossible. The act of teaching others is often the best teacher.

Summary
--Study the products.
--Study the competitive products.
--Study the Internet, trade, and consumer publications.
--Don’t bluff.
--Admit ignorance, but quickly correct it.


Source: Comanche Marketing. Reprinted by permission.
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Copyright © 2004 Matt Michel