Know your product inside/out…sort of

Dispel the belief that you need to know everything about your product. You’re missing the point of what selling is about with that belief.

Yes, product knowledge is important…but it’s only one part of what will make you succeed.

Take courage and boldness as an example…if those are missing but product knowledge is high, you’re toast.

Dive into the darkness and exercise your right to say, "I don’t know," if you have to.

Advancing your product confidence comes from smart, frequent probing and qualifying skills.

Today, commit to asking buyers questions like this one, "What part of our product most appeals to you?" (Simple, huh?) Follow up with this expert move: "Why?"

Ask five different buyers on the same team what they like about your offering, and you will likely hear five different answers. That’s why understanding individual buyer motivations is more important than memorizing your product feature list.

Take a two-minute break and watch this great clip from Back to the Future.

Dr. Emmet Brown (played by the brilliant Christopher Lloyd) knows everything about his product – the flux capacitor – but until a user (Marty) showed up, he didn’t know what it could do in action.