Product knowledge is only half of the battle in sales

The other half of the battle is knowing how the to use that knowledge. For example, a man is looking for a business car and asks if a particular vehicle has air conditioning. You respond with an enthusiastic “Yes!” But what you don’t know is that this man is turned off by that information. He has been paying for air conditioning for years, but has never used it. He develops a headache when he goes in and out of air conditioning all day.

On one hand, you are wise to know your product very well. On the other hand, when your customers ask questions, you are wise to find out why the person is interested in that particular feature. Once you know your customers as well as you know your products, you will be able to coordinate a car with a buyer.

On my next post I'll give you a quiz to help you see how much you really know about the vehicles on your lot.