Companies spend thousands of dollars every year building product knowledge “Universities”. They send their sales people to these product schools to learn the features and benefits of their products. They have them go through the process of becoming “product” experts, with the hope that the expertise they gain will propel them to sales success.
Unwittingly, they promote and fund a process that ends up creating “non supportive beliefs” in the minds of their sales people that can actually inhibit their success and lose them both sales revenue and profit margins. Those beliefs include the following:
Disseminating product knowledge to my prospect will build my credibility and make sales.
In order for the prospect to understand the value of my offer I must educate them.
Unfortunately, we have found this type of thinking, or “non supportive beliefs”, end up creating very difficult selling problems. Once we understand the problems these non supportive beliefs create we can begin to change both our thinking and behavior that will lead us to greater success in sales.
Although being credible to your...
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