As an outside sales professional, you need to stay on top of your product or service knowledge to deliver value to your prospects and customers. But how do you update your knowledge regularly, especially when your product or service evolves, changes, or expands? Here are some tips to help you keep learning and growing in your role.
One of the easiest ways to update your product or service knowledge is to read the company updates that are sent to your email, posted on your intranet, or shared on your internal communication platforms. These updates can inform you about new features, benefits, pricing, policies, or customer feedback that are relevant to your sales conversations. Make it a habit to check these updates at least once a week and take notes of any important changes or questions.
As both a consumer and creator of product and company updates, I know how powerful (and sometimes challenging) they can be. The best teams ensure that the updates aren't a one-way street, but collaborative. When sales teams partner with product marketing and share which messages resonate with prospects and which message structure is most helpful, everyone wins. Organizations that facilitate feedback from sales teams about company and product updates create better frontline messages, foster collaborative culture, and accelerate sales.
Another way to update your product or service knowledge is to watch product demos that are recorded or live-streamed by your company, your peers, or your competitors. Product demos can show you how to use, explain, or sell your product or service in different scenarios, contexts, or industries. They can also help you discover new use cases, benefits, or objections that you may encounter in your sales process. Try to watch at least one product demo a month and practice what you learn.
There's nothing like watching live demos with prospects to learn about what's resonating in different segments and to build objection-handling skills. Teams that collaborate by sharing their best (and worst) demo moments can accelerate learning and boost sales. Revenue intelligence platforms like Gong can change the game, allowing you to search for relevant demo moments and analyze your own demo performance.
A third way to update your product or service knowledge is to attend training sessions that are offered by your company, your vendors, or your industry associations. Training sessions can help you deepen your understanding of your product or service, learn new skills or techniques, or refresh your existing knowledge. They can also give you an opportunity to interact with other sales professionals, ask questions, or share best practices. Aim to attend at least one training session a quarter and apply what you learn.
A fourth way to update your product or service knowledge is to seek feedback from your customers, your prospects, your manager, or your colleagues. Feedback can help you identify your strengths and weaknesses, learn from your mistakes or successes, and improve your performance. Feedback can also reveal new insights, trends, or needs that are related to your product or service. Ask for feedback regularly and listen with an open mind.
A fifth way to update your product or service knowledge is to research the market that you are selling to. Research can help you understand the needs, challenges, preferences, and behaviors of your target audience, as well as the competitive landscape, the industry dynamics, and the regulatory environment. Research can also help you spot new opportunities, threats, or gaps that are related to your product or service. Do some research at least once a month and update your sales strategy accordingly.
A sixth way to update your product or service knowledge is to experiment with new ideas that are inspired by your learning. Experimenting can help you test your assumptions, validate your hypotheses, or measure your results. Experimenting can also help you innovate, differentiate, or optimize your product or service offering. Try something new at least once a week and track your outcomes.
There's no perfect demo of your product or service. There's only the perfect demo for your audience. Think of your product as the finest suit or dress ever made. Building your skills around product knowledge, customer stories, and your offering is essential -- but must be paired with a deep understanding of your prospect in order for your demo to be tailored for a true fit.