Thursday, June 19, 2008

It’s Not Always How Much You Know

There’s an old saying that goes “People don’t care how much you know until they know how much you care.”

In sales, it might seem that product knowledge is the most important content of a presentation – that it’s very hard to make a sale with someone if you can’t convey all of the features and specifications about what is being offered, and how well designed or conceived it is.

Actually, it’s not as important as it might appear.

In fact, the two most important parts of a sales presentation are asking questions (often called “discovery” or “qualifying”) and listening.

This doesn’t mean that detailed product knowledge is not useful or that you won’t use it to make a sale.

However, if I knew nothing about your product or service, I could go a long way in building the sale just by communicating with your customer about their needs and desires.

By skillfully asking questions and establishing a relationship with a customer, it’s possible to make a sale without a lot of detailed facts and figures, demonstrations, examples, and technical information.

Some people will require the detail, while others will be more interested in relating to you.

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