Companies spend thousands of dollars each year to build product knowledge "Universities." They send their sales people for these schools to learn the product features and benefits of their products. They have to go through the process of becoming a "product" experts, with the hope that the knowledge they gain will drive sales success.

Unwittingly, promote and finance a process that ends up creating "beliefs do not support" in the minds of your sales staff that can actually inhibit their success and lose both revenues and profit margins. These beliefs are:

Disseminate product knowledge to my perspective I will build my credibility and make sales.

For the perspective to understand the value of my offer I have to educate.

Unfortunately, we found this kind of thinking, or "not supporting beliefs, end up creating trouble selling difficult. Once we understand the problems of supporting these beliefs do not believe that you can begin to change both our thinking and behavior that will lead to greater success in sales.

Despite being credible for your perspective is important, we have to trust them to provide a solution to limit the risk they take in making a purchasing decision you're much more important. How to build that trust is by demonstrating to their perspective, through a thorough understanding of their problems, reducing the probability of making a mistake in recommending you do.

Logically, to gain an understanding of what your prospect needs, which require us to ask questions. Through their questions, you get a better understanding of their situation and thereby reduce the risk of making a recommendation that is inconsistent with what they need. Ask questions about typical problems and understand the impact they have on their perspective is much more important than giving information.

Furthermore, we found that the education of their perspective on its value allowed to use their information and recommendations as a way to "shop" to meet competition, often the construction of RFP and RFQ's to all the unique value to them educated about. This "search" model allows them to obtain competitive quotes around their recommendations literally extinguish its value and ultimately create equality. This "free consultation" is particularly frustrating and damaging to our technology and customer intangible services.

Educate your prospect can make you feel good, but end up being his downfall. It is an impasse that forces you to define the difference for one low price!

You can go against this only if you have monopoly over the product.