Overview
When a salesperson is asked about their product or service, it is often seen less about truly understanding the product, rather an opportunity to recall and recite product facts. Knowing the load weight of a commercial vehicle or the internal cubic volume of a fridge may be useful to the conversation as pieces of factual content, but they hardly smack of detailed product knowledge when applied to the customer and their needs, when applied to the market and its needs, and when applied to future customers and future markets.
A chapter on the product or service, therefore, is not about the importance of learning by rote facts and figures but is instead about the importance of positioning the product against ...
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