You can’t possibly know every darn thing about your product.  But you need to know a lot about it.  Start by making a basic list. Get out that pen and paper.  For the purpose of this example assume you sell color copiers.  Start with the most obvious:

Name of the product? Models available? Most current model? Differences between models?

Speed? Color or black and white? Collating capability? Easy to operate or do you need a degree from MIT?

How long does the toner last? Cost of replacement toner? Upgrades available now or i the near future?

Price ranges? Financing and terms?[more…]

That’s pretty basic, isn’t it?  You may be surprised at the number of eager beavers who charge into the marketplace without even this amount of information.  When you finish the list, stop and think about it again.  Think twice.  What other important information have you forgotten?

Is the product available in different colors and sizes?

What does the warranty cover?

Is local service available?

Does the company offer a customer hot line?  Available 24 hours a day?

Put youself in your prospect’s shoes.  What is important to him should be important to you.  If you wonder whether you’ve covered all your bases (true professionals never assume anything -they always seek tidbits of information that may help them gain someone’s interest in their product or service), ask a friend or loved one this question: ‘If you were in the market for a brand new Whtzit, what would you need to know about it?  What wold your concerns be?”

I hope you found the article useful.  Give me a call if you have any questions.