Experts Have an Edge

The three elements of a successful sales career are activity, skill and knowledge. My feeling is that if one of these conditions is lagging behind, the other two can become more robust and keep us in the game while waiting for the lagging element to improve.

All things being equal, subject matter experts have an advantage over their competitors. Any buyer will prefer to deal with someone who exhibits a cold, spot on, understanding of the topic of the sale.

My advice to all salespeople, at any level of their careers, is to continue to learn as much as they can about their product or service and the industry they serve. A good starting point is a degree in the field choice. However, that advantage can be met and eclipsed by someone who really wants to become an expert.

Information is everywhere these days. You don’t have to go any further than the Internet to fill your head with relevant facts and figures that will develop your product knowledge. You can subscribe to trade journals and attend national, regional and local conventions. These events always have an array of industry seminars that can fill your head and push you ahead.

Finding time to invest in your ongoing education is not always easy. That is exactly why prioritizing your tasks and optimizing your time are so critical. You will never raise your knowledge level to expert status without a commitment to learning and staying informed.

One final suggestion…do not ever wing it with a prospect or customer. If you don’t have an answer, always say that you are unsure and will get back to them with the correct answer. If you misinform people you will go to the back of the sales line quickly. Tell them you will find out and then do it. Not following up on a question is almost as bad as getting it wrong.

An investment in becoming an expert in your product or service and industry is an investment that will pay off in future sales victories and increased income. I promise.