written by john c ashworth
One of the biggest mistakes salespeople make is in not knowing their products to the core. And not just knowing them, but really knowing and understanding what those products do for the people who buy them. Very often, until you know your stuff, the reasons you think people buy are very different than what you think they are. Dig deep. You'll find some interesting stuff.
If you're an entrepreneur with a great product that you've developed and are passionate about it, chances are you're closer to the knowing. But it's, still easy to make too many assumptions.
The key is in your research. First, your research into every aspect of the product or products and everything they offer and how they work. The second is in gaining a true understanding of exactly how that product satisfies the desires of your customers and prospects. How does it take away their pain?
Most salespeople will skirt most of this work. Especially in cases where at least initially, sales come easily. But over time, if you ignore this truth, your sales will suffer.
As a copywriter or salesperson, you need to know your product better than anyone else. You need to research every single detail of what you're selling and know it like you know your own soul.
This also means, of course, that you have to be willing to work harder than anyone else and this is where most decide it's not worth it. That's fine. That's a choice you're allowed to make. Just don't complain when you're results suffer. Because unless you're willing to do this work, you can't and will never know your product the way you really need to in order to make the sales I know you want to make.
When you know and understand both your product and your prospect better than anyone else, including your competition, you will WIN more of the time.
-John
