You cannot give what you do not have. The same is true with selling - you cannot sell a product or a service unless you know what benefits you can get from utilizing it.  Often when we want to buy new products or services, we'll question their value to us. As sellers, we expect the person using our products or services to know about them.

So, how important is it to know your product/service well? 

It makes you a RELIABLE SELLER.

When you know exactly what you sell or offer to consumers, you are also giving a sound understanding and knowledge of what it is you are offering and what value it has for your buyers or clients. You are making firm grounds for your credibility and reliability. So when people come back to you with complaints or praise about your offer, it will not overwhelm you because you can answer them confidently. 

It is an ESSENTIAL SALES SKILL.

Absolute knowledge about your product or service is an essential sales skill. Enough knowledge and understanding of your product or service features allow you to present their benefits accurately and persuasively. Customers most like to respond to enthusiastic sales staff that is passionate about their products and eager to share the benefits with them.

Clients or customers keep coming back. 

It is easier for clients or customers to trust salespeople who show confidence in themselves and what they are selling. You can build this confidence by increasing and establishing knowledge of your products or services.

When customers are satisfied with your presentation and see quality products and services from you, it's a bonus that they will keep patronizing what you offer and persuade others to buy. 

Here are some of the conventional and creative sources of information to learn about your products or services:

• Your personal experience with the product
• Feedback from clients/customers
• product literature such as brochures and catalogs
• online forums
• internal sales records
• sales training programs
• competitor information. 

Turn product features into benefits.

Mastery of the product's features contributes to a successful business. Effective salespeople turn their product features into benefits for their customers.  To practice this skill, list your product's features, potential benefits, and all information upfront for your customers. Consider how you can communicate the potential benefits.

As you engage customers, you can use your knowledge to lead your customer through the sales process and make their experience an enjoyable one that they'll want to revisit.