We continue exploring the art of selling. And it will be confusing. But before we go cross-eyed, let’s consider this…many times and in many ways, it has been stated that knowledge is power. I agree. I also agree with one of my favorite quotes by Einstein that “Imagination is more important than knowledge.” So does this change the power statement? I think not. Having knowledge allows you to be in front of a situation. However knowledge is static for the most part. It is a constant. Think of your widget. This is where science comes back into play. The art is how you share the knowledge. It is the knowing when to say this or why to say that. I believe the “best” or most powerful knowledge (a.k.a. information) depends on the context of the situation. In retail, the customer dictates context.
So next on our journey, Knowledge. Or rather the exchange of it. How it factors on the sales floor.
As a manager, have you ever cringed when a sales rep used the absolutely wrong information? How about your sales rep that keeps on “shoving product information down the throat of the customer” even after they have already made the sale.
I have found the most influential information in a sale and with a customer really comes from them. Now let’s be real, we have to know our stuff…our PK (product knowledge). It is the foundation necessary to use our imagination, to improvise, to practice our art. Without it, well, the customer would wonder about our ability to do our job. Customers do want information especially when it caters to their wants, needs and desires. The science is the importance of knowledge and the art is the customized application of its necessity to another. Knowledge matters most when it matters to them.
So what to do?
Be of a learning mindset. I don’t think we should ever stop wanting to learn. Learning about our product, our craft, our customer…about ourselves. For some, this may mean more training or education or reading a really good book (or blog for that matter). We are never done.
Listening is key. Let me say this differently, listening is the conduit for all information. It allows for knowledge to be incredibly necessary based on the situation we face. Customers want information. They also want to be heard. Listening is the bridge.
Never fake it. I have witnessed the “yeah, yeah, that’s right…that’s what it does.” And it doesn’t and that wasn’t right. I struggle with why someone would knowingly not provide accurate or correct knowledge. I prefer authenticity. I prefer someone saying. “You know what…no clue. I need to check on that and get back to you. I will get back to you by tomorrow with a response.”
Don’t ignore common sense or your gut. Sometimes knowledge is not needed in a classical sense. Like where a widget was made or why or its quality thingamajig. Sometimes people want perspective or experiential information…about how you feel about the widget. Nothing to do about features, just what we think. Customers will many times base their buying decisions on emotion, not the facts.
Share the wealth. I will make this simple. You have knowledge, share it as often as possible.
I think we are all pretty smart. Smart enough to apply the right information at the right time. But is knowledge about being smart? They say there is book smart and street smart. Each has a time and place. I say cultivate both and look for your opportunities to engage others with your overall knowledge. So that makes smart relative.
And remember one of the best statements ever, “We all KNOW what to do, we just don’t always do what we KNOW.” Let that sink in.
Cheers