Sales training is often regarded as the most important form of training an organisation delivers to its employees.
However, even the most comprehensive sales training program will deliver sub-par results if your employees don’t understand your product.
The modern consumer is more informed than ever before. In many cases, the conversation they have with a salesperson is something is the result of their research into your product.
An informed prospect already knows the most salient features of your product.
Chances are since they are talking to your sales team, they’ve already developed some level of interest during their research.
Chances are also good that they have some complex, unanswered questions about your product.
If your employees cannot provide confident answers to these questions, you may be missing out on potential business.
That’s not all, here are a few other ways proper product training will make your employees better sellers:
Boost In Credibility
When an employee is able to answer complex questions presented by a prospect, they are more confident.
This confidence turns into credibility for your brand, as a prospect is always given a straightforward answer, even to difficult questions.
The need to put prospects on hold, to consult with managers, to schedule callbacks is virtually eliminated for your sales team.
A comprehensive product knowledge training course will not only make life easier for your sales team but will also contribute to creating a better experience for your prospects and customers.
Improved Communication Ability
Improved confidence in your employee will also lend its benefits to their communication ability.
When they understand the product and its audience, they will be able to better explain how the product addresses the audience’s pain points.
In-depth knowledge about the product and audience will also enable your sales team to tailor each conversation to the unique needs of unique prospects.
This will help them easily demonstrate how your versatile product is suited to a specific customer’s unique needs.
Better, More Natural Rebuttals
Just as product knowledge training will enable employees to craft each sales pitch to the unique needs of your prospect, it will give them the ability to give better rebuttals to them.
For each kind of customer, they will know what rebuttal has the best chance of making them reconsider not buying your product.
Equipped with the right knowledge, your employees will be able to demonstrate how your product fares against the competition, and why it is the right choice.
When an employee undergoes product knowledge training, they get a chance to understand the real-life applications of your product.
They understand how it makes life easier for your prospects. They understand the strengths of your product.
In this process, they get a chance to realise that the product that they will be selling is adding real value to the lives of other human beings.
With this knowledge, they will have newfound enthusiasm as they will know that they are trying to genuinely help people instead of trying to sell them something that they may not even need.
Sales training helps your employees sell better. Sales training integrates production knowledge training helps them sell YOUR products better.
Do you already deliver some sort of product training?
Have you seen performance improvements after introducing product training in your training plan? Tell us about them in the comment section below.