Why is knowledge of your company or

organization and its products or services

important?
1. Modern buyers, especially organizational
buyers, demand and expect facts. If you want
to succeed in selling, you simply have to know
your company and its products and policies
thoroughly – from managerial policies to
manufacturing to distribution – and able to
relate these to industry trends and compare
them with competition.
 Why is knowledge of your company or
organization and its products or services
important?
2. Only if you are armed with knowledge can you
face buyers with confidence and assurance to
begin with, or hope to gain their confidence
and trust.
 Why is knowledge of your company or
organization and its products or services
important?
3. Much of modern personal selling is but the end of
a sales/marketing strategy that sets many forces
into operation long before your final salesperson-
to-buyer personal approach. You must know
about your organization’s overall marketing
and merchandising strategy and plan and
understand how to build on it and use all
aspects of it to your immediate personal sales
advantage.
What should you know about your company or
organization?

• Its standing within the industry and community

• History and current organization
• Executives and key personnel
• Policies in general
• Products
• Sales/marketing policies and channels of
distribution
What should you know about your company or
organization? (cont’n)

• Pricing policies
• Discount policies
• Credit and collection policies
What should you know about your products or
services?

• Origin and history

• Research and development
• Manufacturing/production
• Physical product/operation, and performance
data
• After-sale servicing
 What should you know about your
competition?

• Who are your major competitors?

• How are products within the industry sold and
distributed?
• Individual competing products should be
studied in comparison with your own
• Who uses the product(s) – your competitors’
and yours – and why?
 ACTIVITY

UB asked you to help them in

their career guidance, write a list
of the things that you will tell your
audience to convince them to
enrol in UB