We now turn our attention to what the salesman should know about the products. There is hardly a precise answer as to how much information a salesman should have about a product, because knowledge has no limits. Similarly, there is also no limit to a salesman’s knowledge.
Therefore, it would be proper to say that the salesman should know as many things as possible but he should be thorough with the knowledge connected with the sale of a product. Some of the important aspects and features which the salesman should know about his products are:
1. Knowledge of the organisation:
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A salesman is necessarily a representative of the organisation in which he is employed and thereby represents the organisation. While selling, the salesman not only sells the utility and service of the products to the customers but also ensures the credibility of the organisation.
Therefore, the salesman should have a detailed and up-to-date knowledge of his own organisation which will help him in projecting its image in its right perspective before the customers.
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In fact, he should know everything about his organisation. Knowledge regarding the history and development, ownership pattern, manufacturing capacity, product structure, sales volume, number of customers, number of departments, managerial policy, research and development programmes, social contribution, future expansion and diversification plans, and such other things helps the salesman to present the right image of the firm before the customers.
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In many countries, including India, most products especially the costly and durable ones, are not judged on their own merits alone. They are usually judged by the name of the company that manufactures them. For example, products produced by Hindustan Lever, Tata, Godrej, etc. are pre-sold because of their strong corporate image in the minds of the customers.
Detailed and up-to-date information about the organisation is essential to install a fair degree of confidence within the sales force. Such organisational knowledge enables the sales force to serve the organisation and the customers more efficiently. In addition, some knowledge about the rival firms also helps the sales force in judging the relative strengths of their own organisation, in the competitive market.
2. Knowledge of the product:
Products in general can be classified as necessities, comforts and luxuries. Necessities are those articles which are meant to fulfil the basic needs like food and clothing. These are sold on the basis of quality and price.
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The salesman does not require much selling efforts to sell the necessities. Rather he has to show the customers the quality and price of these articles. Comfort articles like radio, television, wrist watch, cycle, moped, etc. are sold to the buyers for their usefulness. In case of comfort articles, the salesman requires basic as well as technical knowledge about the products.
Such information helps the salesman to point out the usefulness, durability and services associated with the product, to the prospective buyers. Much selling efforts as well as thorough technical knowledge is required to sell luxury articles like cars, air conditioners, costly furniture, etc. Therefore, irrespective of the type of product being offered for sale, accurate and detailed knowledge is essential for the sales force in order to sell successfully.
Generally, a salesman is expected to have an accurate and detailed (both technical and non-technical) knowledge about the following aspects of the product:
a. Background:
The salesman is expected to know the background of a product. He should know about the origin and history, past modifications, present position, the future plan of development, etc.
b. Composition and construction:
The composition and construction of a product have a direct influence on its utility and durability. Therefore, the prospective buyer may ask questions and make queries regarding the composition and construction of a product.
The salesman, therefore, should know the ingredients which are used to manufacture the product. In other words, the raw material, its quality, cost, source, proposition, the special process involved, conditions needed for manufacture, are some of the important composition characteristics a salesman is required to know in order to meet the customer queries.
Besides, the knowledge regarding the composition of the product, the salesman should also know about the design, type, colour, size, brand, weight, texture, packing and packaging conditions, style, look etc. in order to impress the customers. Unless and until the salesman possesses a thorough knowledge regarding these features, neither can he convince nor can he satisfy the customers.
c. Use and performance:
The major and minor uses of the product and its performance should be known to the salesman. Such product knowledge enables the salesman to present the product in an impressive manner. For example, while selling a pressure cooker, the salesman has to explain as to how the user is going to be benefited through saving of time as well as fuel besides preserving the important vitamin contents of the food. In addition, the working, operational and upkeep details also must be explained.
Most often, all these require demonstration of the product before the prospective buyers. Therefore, the salesman must possess technical as well as non-technical knowledge of a product. Details like the direct and indirect benefits, cautions to be taken during operations, installation procedure, operation process, maintenance, service and repair procedure and soon have to be thoroughly understood by the salesmen.
In case of products like textiles, certain features like colour, shrinkage or stretchability, wear and tear, heat resistance, maintenance, ironing instructions are also needed.
In short, the salesman is expected to know every detail of the product right from the installation or purchasing to its operation, maintenance and service. Therefore, clear-cut product knowledge of these aspects is essential for better salesmanship.
d. Service and guarantee:
A salesman is also expected to know the specific services and guarantees offered along with the product. Durable products like washing machines, refrigerators, cars, scooters, motor cycles, etc. are offered free services from the dealers up to a certain period. The salesman must know the terms and conditions of such free servicing. Similarly, guarantee of free replacement of parts of some products up to a stipulated period is also offered by the dealers.
The amount, kind and time limit of these services and guarantees must be known to the salesman. The knowledge of the different aspects of the product helps the salesman to convince the customers with regard to the service and the guarantee offered along with the product.
Some dealers or manufacturers also offer credit facilities to the buyers. The salesman must be well versed with the terms and conditions of such credit facilities. This enables him to clinch sales through the offer of credit facilities.
e. Competing goods:
The salesman should have a current and up-to-date knowledge of competitors’ goods and substitutes. For this the salesman has to make a comparative study of other similar products and their selling points. He should be aware of the strong advantages and disadvantages of his product in comparison with competing and substitute products. By this, the salesman can point out the superiority of his goods over competing and substitute products.
This also helps the salesman to suggest possible improvement and development of the product, credit policies, and promotional programmes of the organisation in order to strengthen the marketability of the product.
f. Knowledge of market conditions:
Along with the product information, the salesman should also have knowledge of the market conditions. In the present era of ever changing market conditions, up-to-date information regarding market is highly essential.
The salesman should keenly observe the changing market conditions and act accordingly. The changes in fashion, style, taste, habit, income, marketing channel, etc. should be closely observed, analysed, and necessary information should be provided to the organisation. The salesman himself has to act according to the changing market environment.
g. Knowledge of government policy:
Government policy with regards to production and distribution changes frequently. Success in selling, therefore, depends to a great extent on the knowledge of the current government policies. The salesman should have the latest information about sales tax, surcharge, octroi duties, which vary from product to product.
Government policy regarding price control and distribution policy also affects sales. Therefore, on the basis of a thorough and up-to-date knowledge of taxation and other government policies, the salesman can reply to the complaints and objections rose by the customers efficiently and thereby, sell the products with least difficulty.
h. Knowledge of competition:
Competition is an essential feature of the modern marketing environment. It also poses a serious challenge to the very survival of the business. Therefore, the salesman should have an up-to-date knowledge of his competitive position in the market. He should also have knowledge about the strong and the weak points of his products in comparison with those of the competitors.
He should also have information about the price and utility of products of similar nature and having identical use. Awareness of competition enables the salesman to compare his product with those of the rivals. This acts as an effective tool in the competitive market.