Type of Product Knowledge Required

Goods may be generally classified into (1) necessity, (2) utility, and (3) luxury articles. Articles which are necessary for life generally sell on the basis of quality and price.

                                          The selling of these articles is generally mechanical although there is considerable competition. The main selling points would be superior quality and low price. Articles which are utility articles are sold because of their usefulness. The typewriter is preferred to the ordinary methods of writing with a fountainpen because of its greater usefulness. The main selling point in case of luxury articles is fashion. This is because purchasers of luxury articles are generally well-off and are not worried about the price.

The kind of knowledge to be required by a salesman may also be classified into (1) the tangible qualities of his goods, (2) the intangible qualities and (3) the behaviour of the goods in use. Tangible qualities are details about the goods which can easily be proved. For example, Pure Wool, Fast Colour and Guaranteed shrinkage, hundred one percent are examples of tangible qualities. These are statement of facts which can be proved by a physical test and are very convincing. Intangible qualities are facts which cannot be easily proved, e.g. Latest style and Fashionable Colour. Speciality articles are to a large extent sold because of their utility and behaviour in use. A distinctive design or skilled workmanship is a good selling point but if the speciality article does not enjoy the advantage of utility it is not likely to be bought. A motor-car may have a distinctive design but will not be purchased if it does not run. Therefore a study of the uses and attractive features of the goods is necessary to emphasize them in the sales talk.

The degree or extent of the knowledge required to a salesman depends on whether he is a speciality salesman selling expensive goods or a salesman selling low-priced consumer goods. The former must become a real authority on the article he sells. He will be at an advantage if he acquires knowledge as to the history of the firm manufacturing the products he is required to sell. This will enable him to converse with the older buyers who have been dealing with the firm for a number of years and like to speak about the past. It will also give him a felling of belonging to the organisation. This will also inculcate in him loyalty to the organisation.

The salesman should acquire information as to the policies behind the product as these are reflected by the product. He should also ascertain whether the materials used in the manufacture are the best available or whether they are merely of the best value at the price charged. Whether labour is satisfied or not may also be reflected in the goods in the form of superior or indifferent workmanship.

If the lighting and working conditions in the factory are satisfactory, the manufactured product would be more efficient and accurate. The financial position of the organisation should be known to him as this will enable him to answer questions as to its solvency and permanent foundation. Buyers often hesitate to buy from an organisation which has not acquired a reputation of stability because they feel that deliveries may not be made in accordance with the contract. Wholesalers and retailers also do not want to push and create a demand for a product and then find the article withdrawn from the market through the failure of the manufacturer. Salesmen and sales organisations have really two things to sell-the product and the company behind it-and both must be sold together. Thus the salesman must sell not only the product but also the company by emphasising its prestige, reliability, friendliness, achievements, loan standing, accessibility and experience.