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SalesLinks Bulletin Archive

Jul 27-Aug 2, 1998

THE FIVE ESSENTIAL SKILLS OF SALES AND SELLING
#5. Knowledge

jack carrollby Jack Carroll

The fifth cornerstone skill of sales and selling is knowledge of your selling situation. This includes knowledge of the products, problems, people, and processes involved in your specific sale.

Knowing your products backwards and forwards includes knowing how they are used by customers in different circumstances. Understanding the problems and issues they solve in customer applications is crtitical. Knowing the buying influences involved in the decision making process can make or break the sale. You must map out the roles they play on the customer team. Break down the processes your accounts follow when evaluating and buying your products as well as the processes that you must follow in selling to them.

After all of this sales knowledge is learned and understood, it must be practiced and refined on a regular basis if it is to be used effectively and transparently.

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What knowledge and understanding of your selling situation are you generally or oftentimes lacking, in order to know where things really stand? What can you do to fill the gap? When will you begin? The process of gathering knowledge never ends but always evolves to match your new skill levels.

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