Читать книгу Media Selling - Warner Charles Dudley - Страница 115

Knowledge means knowing the product you are selling in depth – knowing more about it than your customers do so you can educate them. For salespeople, it means having information not only about their own product and its underlying technology, but also about measurement and data analysis, about marketing and advertising, about a customer’s business, and about competitive media. Chapters 15 through 24 will cover these knowledge areas.