A lot of sales people feel that if they know all there is know about their products, they know all they need to know.  This is a mistake.  Yes, you need to know your product, and you need to know how it compares with the competition’s products, but you also need to know the wants and needs of your prospective customers. 

How do you gain that information?  Simple. You ask purposeful questions.  These are questions about your prospects, not about what you have to sell.  Once you get a good sense of what your prospective customer wants and needs, then you’re in a position to explain how your products would benefit (or not) the customer.  Without this personal information, you’re only guessing. 

Know your customer and know your product.