Why Product Knowledge is important for a successful Representative

1. Effective
Selling
Skills –
Product
Knowledge
Willis Khedia

2. Inspirational
“Our goals can only be reached
through vehicle of a pain, in which we
we must fervently believe, and upon
which we must vigorously act. There
is no other route to success” – Pablo
Picasso

3. What Product Knowledge Is?
It is an essential sales skill. The understanding of features of your PRODUCT
allows you to present their benefits accurately and persuasively
A Medical Representative is typically expected to acquire considerable product
knowledge about the product that they are responsible for selling to customers

4. Without Product Knowledge Med Rep
Will Not Be In Position To -
Answers
customer’s
questions and
inquiries
Enlighten
customers about
the product
benefits
Handle objections
objections or
properly position
the product
Advice
management on
product related
strategic issues

5. Why Product
Knowledge Is A Key?
It is very key to the success
of any sales effort essential
in the highly competitive
market like Kenya
Product knowledge also
involve knowing about other
competing products as well
as the competitive
advantages of your product
over them

6. Why Product
Knowledge Is A Key?
An ignorant Med Rep will
find it difficult to sell, as you
can not sell what you do not
know
An ignorant Med Rep cannot
promote products whose
features, benefits and
performance are strange to
him

7. Getting Product Knowledge
The effective Med
Rep must gain
extensive
knowledge about
the products he is
selling .
Provoke yourself,
your company and
your supervisor for
a training
Use internet
Med Rep supposed
to know the 5
things about the
product – Pack,
Price, indication,
USPs and product
itself

8. Getting Product Knowledge
With in-depth product
knowledge, the salesman will
gain self confidence and will be
able to answer questions about
the product posed by customers
This will increase customers
confidence in the Med Rep and
customers will increase their
reliance in Med Rep
Another benefit of good
Knowledge about the product
being sold is that it reduces call
reluctance and Med Rep will
enjoy his job

9. Gaining Product Knowledge – The Med Rep Must
Understand By Answering These Questions?
Who
are
we?
What
do we
do?
What are
our
product
line?
Who are our
customers?
Who are our
competitors?
What are
our
strengths
?
What are
our
weakness?

10. Gaining Customer
Knowledge
For success, the Med Rep
must understand the
customer especially his
needs and the psychology of
buying. The reasons for
buying must be understood
by the Med Rep. These
reason must be uncovered if
the Med Rep can
successfully use thee
acronym : LOCATE
L •Listen
O •Observe
C •Combine
A •Ask question
T •Talk to others
E •Empathise

11. Gaining Customer Knowledge
L – Listen effectively to detect any buying motive being hinted by the customer in his remarks
O – Observe the customers’ preferences
C – Combine these to assess the situation and learn more about customers’ need
A – Ask questions about the need to him to better clarify his needs and buying motives
T – Talk to other people (Especially people close to customer) about his needs
E – Empathise with the customer by looking at issues from his own rather than your own view point

12. Getting Sales Knowledge – Gaining
market knowledge include understanding:
What are you
selling?
What
company you
are selling to?
Who you are
to selling
you?
Territory
knowledge
The
Competitors
Who are the
decision-
makers?
Who are the
influencers?
Who are the
buyers?

13. Understanding Sales
Territories
After being assigned a
territory, the Med Rep
must study the territory
as to the size,
demography and
potential.
Not all territories are the
same, while some are dry
others are fertile and
hence different
strategies required in
each of these type of
terriotries

14. Understanding Sales
Territories MR Must Ensure That He
Guards The Territory Fiercely And Jealously, He
MUST:
Look at
himself as
the CEO of
the territory
Understand
the terrain
and its
peculiarities
and
challenges
Keep
existing
customers
Create new
customers
Meet
customers
expectations
and solve
their
problems
Assist
distributors
to sell to end
users
Give
adequate
feedback
back to
company

15. Benefits – Product Knowledge
Develop confidence in selling
Build customer relationship and trust
Match the right product with
customer’s need
Make a better sales presentation
Overcome objections successfully
Increases communication skills
Boosts enthusiasm
MORE SALES

16. Conclusion
Gaining product knowledge is key to the success
of the MR as well as the overall selling efforts as
no one can sell what he is ignorant. Whatever
got you where you are today is no longer
sufficient to keep you there

17. Thank You