No matter what you are selling, the level of knowledge you are actually able to demonstrate effectively is an important component of sales success.
This is true for a number of reasons.

• For starters, having the knowledge you need about your product or service at your fingertips gives you more confidence.
  
• When you've done your homework, it is easier to be more persuasive.
  
• When you've equipped yourself with as many answers to potential questions as possible, you naturally and comfortably avoid those dreaded unexpected curves every salesperson should expect.
  
• When you know your product thoroughly, customers feel more comfortable with making a decision.
  

Knowledge Plus Practice Your sales success will go up when you combine knowledge with practice.
This means you have to take the time to get your presentation organized.
Plan.
Prepare.
Practice every aspect of your presentation.
Having the information you use to make your presentation down pat proves significant at many levels.
It semi-automates your response-ability.
It makes quick retrieval from your memory fast and fluid.
You could compare a well-practiced sales presentation to travelling at night on a dark road.
If this is a road traveled every night to get home, you can almost set your mind on autopilot.
Your mind knows every crack, every ditch and every curve so well you may even catch yourself wondering where the last few miles went.
Despite the darkness, headlights are almost unnecessary.
While you never want to find yourself at the end of a sales experience wondering how you got there, that same ability of your mind to draw on repeated experiences will be an asset to you as a sales person.
When you come across as if know what you're doing (which becomes much easier when you actually do know what you are doing), it's much easier for customers to feel comfortable with your ability to deliver.
When you can answer substantive questions with carefully thought out and customer-tailored replies, you enhance customer confidence.
Knowledge Plus Tailored Presentation If you want more sales success, you must become an expert at whatever you are selling.
Then you need to do more.
You need to individualize your presentation.
If you are selling your services, then your sales focus must be on demonstrating your ability to benefit your customer--making your knowledge practical and valuable to your customer.
Don't be afraid to give away a little of what you do for free.
It can do more than lead to sales.
It can lead to referrals.
If you are selling a product, know that product from every available angle so your customer doesn't feel like you are trying to foist something unnecessary on him or her.
Instead, your customer can begin to see what your product will really do for him or her-something valuable, something hard to resist.