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Not understanding the product being sold can lead to a number of negative consequences. It can result in ineffective communication with the customer, as the salesperson may not be able to accurately explain the product's features and benefits. This can lead to a lack of trust from the customer, and ultimately, a lost sale. Additionally, it can damage the salesperson's reputation and the reputation of the company they represent.
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People will only do business with others once they know them, like them, and trust them. They will buy the salesperson first, way before they even con...
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This section is about knowing the customer as well as the product being sold. Most salespeople tend to meet with the customer and then have them talk about their own business. The author specifies that a salesperson should take the time to do their own preliminary research on their prospects' businesses to learn how to gage what it is that they're selling, so that it better fits their customer needs. The most prepared salesperson wins, the underprepared looks like an amateur.
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