Here are four rules to keep in mind when it comes to tackling product knowledge as a new sales pro.
Rule #1: Be obsessed with your product.
- Head out to the lot every morning and train with a pro on a specific product (car, van, truck, etc.). Get in touch with your representative on new products. They will teach you the “have to knows” about each product. Ask them what questions they get asked most frequently about the product and ask them about the competition. Every rep. should be very knowledgeable about their product and the product next door.
- Find resources to study that work for you. Taking notes with pen and paper or taking notes on your phone that you can drop in a Word doc later. Review notes when a customer is coming to look at that specific product. You don’t go into a doctor’s office and see the practice empty of books. Why would you treat your profession any different? Become the doctor in your industry.
- You’ll never sell a car if the customer knows more about your product than you do. Studying day in and day out to become the most knowledgeable professional in your industry is key. You must be just as knowledgeable about your product and your competition’s product as the tenured seasoned vets.
Rule #2: Give yourself time to learn your products.
- PK doesn’t happen overnight. Practicing your pitch every day on a consistent basis will allow you to be able to rattle off facts about your product. Make sure you understand your customer though. Sales pros time and time again lose a customer’s interest because they OVERLOAD them with product knowledge. Make sure you understand the question your customer is asking about your product before you just download them with a ton of facts about your product. You’ll scare them off every time if you try to teach them EVERYTHING you know about your product. Give them a basic level of understanding until they start asking more questions.
- Don’t ever try to oversell or lie to your customer about a product. They’ll see straight through you and immediately be turned off by your lack of professionalism. Sales guys will so often try to oversell a product and end up walking the customer off the lot because of something they said about their product that was demeaning to other products out there.
- If you ever find yourself in a situation where a customer is running through you with questions that you don’t know the answer to, use the wordtrack, “Man, I’m still pretty new. If I don’t know the information you are looking for, I promise I will find the answer for you.”
- Customers respect honesty and they despise dishonesty.
Rule #3: Touch it!
- Give your customer a true interactive product presentation. Have the customer touch and feel every feature you talk about. Get them engaged. What I mean by that is we aren’t presenting a piece of paper. We are presenting products that have been on the road. “Check this out” or “look at this feature” get them to interact with your presentation on your product. The more engaged your customer is through your demonstration the more successful you will be through the other steps of the process.
Rule #4: Know your competition’s product.
- More often than not, you’re not the first sales pro a customer has talked to. They’re comparing two, three even four options that they think would be the best fit for them. Make sure you’re taking time to sit down and truly qualify your customer. Sometimes the customer is looking at products that aren’t going to be the best for them. Get to know them and what they are looking for and develop that personal relationship with them. Figure out why they want to look at certain products on your lot. You are the professional, so don’t be afraid to tell the customer they are looking at the wrong product. “So, I know you’ve been looking at these products, but from what you have told me you are trying to accomplish, this is our best option for you and here’s why...”
- When you know your competitions product, you can honestly compare and contrast different products with your customer’s preference. Trust me, there are pros and cons to EVERY product in the market and if you can’t see the pros AND cons to your product that pertain to your customer. You will have to face more objections on the lot than the sales pros who do see both sides of the fence. Don’t ever be afraid to talk about why a feature would be a con versus a pro about a product. You will get more respect from your customer to be able to tell them both the positives and negatives about your product than if you are “knowledgeable” about only your product.
Your product knowledge can make or break a deal, that’s why it is so important to understand every feature and functionality of your products and why they would be beneficial to your customers. Be obsessed with your product and find a way to separate yourself from the competition. Give yourself time to learn your product, you can and should always be 100% transparent with your customers, if you don’t know something don’t be afraid to let them know you’ll find the information they are looking for. The best way to find out what questions you’ll need to answer on the lot is shadowing the tenured sales pros, they will teach you a TON. During your presentation make sure your customer is engaged. Have them follow you through the demonstration, touching and using every feature you are talking about. Lastly, know your competitor's product as well to give all your customers a true compare/contrast with what they are looking at. Tackle your product knowledge to take your game to the next level!
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