We
live in a complex world and it seems more competitive than ever. As an
association executive director, I get to meet many new hires as sales
associates. Most are excited about their product line and are eager to
share what they have learned. The enthusiasm is likely the reason they
are selected for the job but the knowledge base is too often lacking. I
always encourage them to learn more about how their product works and
how it interacts with materials or systems that will be touching the
product or system they are selling. While this is good advice, it comes
with a caveat and can be considered a double-edged sword.
Manufacturers
often require any new sales associate to attend one or more training
sessions. These sessions familiarize the sales associate with the
product line and generally highlight the benefits and selling features
of the product or system. Some manufacturers are better than others at
the training and education of employees. Oftentimes, the knowledge can
be intentionally limited. This is often just enough to sell to designers
or even contractors. This is the first edge of that double-edged sword.
The just-enough-information method highlights all benefits while
ignoring some salient facts or known concerns. This can be a benefit, as
the new sales associate is more likely to hold on to that enthusiasm,
which in turn helps sales. The other side is that they likely won’t be
able to offer answers to tough questions. Making up or fabricating an
answer is certain disaster.