The key for consistent new business growth is to earn and maintain the credibility and trust of potential customers. Portraying oneself as a consultant instead of a product pusher can establish trust and credibility. Fulfilling all promises and providing superb service can maintain this confidence and integrity.

Play the audio version of this post. | Download this episode (right click and save)

However, displaying insufficient product knowledge of both the respective company’s and competition offerings is a quick way to lose credibility and trust. It will also impede the selling process since an individual will not truly know how his or her product offering compares to the competition products.

Likewise, below are three measures sales representatives can utilize to either acquire or maintain sufficient product knowledge.

1. Conduct primary and secondary research: sales representatives should ask existing and potential customers and other professionals (such as sales representatives) about the strengths and weaknesses of the respective company’s and competition product offerings. A sales representative should also view product information from manufacturers, third party agencies, customers (in terms of reviews and ratings), and any other relevant secondary sources.

2. Use both the respective company’s and competition products and services (if feasible): sales representatives should at least utilize the respective company’s product offerings. If sales representatives can use the competition offerings as well, they can perform comparisons (or benchmarking) and identify or verify strengths and weaknesses.

3. Stay up to date with industry and market events: sales representatives need to keep up with the latest market or industry activity which can include new innovations, new products, product enhancements, new strategies and marketing campaigns, new competitors, etcetera.

By demonstrating adequate product knowledge, sales representatives will have a greater chance of conducting balanced presentations, overcoming objections, and generating new business – after acquiring and maintaining the trust and credibility of potential customers.