Don’t tell them everything you know

Product knowledge is getting better all the time. The factories are getting involved in product training and the awareness of the importance of product knowledge is on the rise. Don’t let all this newfound knowledge cost you sales. Going out and rattling off a seemingly endless list of features can be just as bad, if not worse, than not knowing your product.

Keep in mind that when you are talking to a customer you are talking to an individual. An individual with individual wants and needs. Be sure to qualify thoroughly to uncover what these wants and needs are. When you do your presentation be sure that you do it based on the individual customer that you are talking to at the time.

From time to time throughout your walk around presentation be sure to confirm that the features you are talking about are the features that are important to your customer. For example, “Mr. Customer, notice the folding rear seat. By simply pulling two pins the seat folds forward, and doubles your cargo space. This gives you both four passenger seating or tremendous cargo space, allowing you to carry more of the things that you want to carry! (Confirmation) That is the type of utility that you are looking for in a new car isn’t it?”