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When used at the wrong time, your product knowledge and
expertise can be intimidating to your prospects.
If you use buzzwords, technical
terms, or industry jargon early in the selling process, before
determining if your prospects are familiar with those terms, you
run the risk of making your prospects uncomfortable.
At that point,
they have two choices: They can be up front and tell you that
they don’t understand some of what you said and ask you to
explain (which might make them more uncomfortable). Or, they
can remove the source of their discomfort - YOU! What would
that sound like? “Well, Tom, I didn’t realize that we would get
into such detail today. I’m running a bit short of time. Why
don’t you leave the information and give me some time to review
it and then I’ll get back to you.”
Your product
knowledge and expertise enhances your confidence. Having a vast
amount of information about your product or service may increase
your comfort level with and control of your sales meetings.
But, that doesn’t mean that you have to flex your intellectual
muscle in front of your prospect. Product knowledge should not
be used to overwhelm or wow your prospect.
During sales
meetings, be sensitive to your prospect’s facial expressions and
body language. If you suspect that you’ve made your prospect
uncomfortable, back up. Here is what that might sound like:
“Bill, I just ran through that information much too quickly.
Let me back up.” Then, review what you’ve just said using more
appropriate language.
© Sandler Systems, Inc. All rights reserved.
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