The second topic in our Sales Fundamentals Training focuses on Product Knowledge.  To begin, we start with an overview of the different types of product knowledge.  Moving on, we touch on the four key areas where it will be necessary to have product knowledge.  

We dive deeper by exploring how to better position our products when it comes to our competitor’s products.  Next, we discuss why it is important to understand what and what not to talk about in terms of product knowledge.  From here, the conversation covers the features and benefits and the differences between them both.  Wrapping up, we discuss why product knowledge is an on-going process with sales people. 

This session of our Sales Fundamentals Training series allows sales professionals to stay sharp by reminding them that they must utilize multiple forms of product knowledge in the sales process in order to be successful.

Course Series

This course is included in the following series:

3 CoursesSales Fundamentals Training

  1. Sales Fundamentals: Effective Follow Up Techniques and Strategies
  2. Sales Fundamentals: Product Knowledge
  3. Sales Fundamentals: The Sales Voicemail (VM)
Learning Objectives
  • Explore why knowing your competitor’s product is important when positioning your product.
  • Discover the importance of why benefits are more important to sales than features.
  • Identify the reasons why it is important to understand what is going on in your prospect's marketplace.
Last updated/reviewed: March 16, 2024
1 Review (2 ratings)


Anonymous Author
This was a good course if you're looking for short and sweet. It was a little retro in the presentation, but the information was still valid.

Course Complexity: Intermediate

No advanced preparation or prerequisites are required for this course, but completion of the other courses in this series will be helpful.

Education Provider Information
Company: Illumeo, Inc., 75 East Santa Clara St., Suite 1215, San Jose, CA 95113
Contact: For more information regarding this course, including complaint and cancellation policies, please contact our offices at (408) 400- 3993 or send an e-mail to .
Instructor for this course
Course Syllabus
  Introduction to Sales Fundamentals: Product Knowledge1:52
  Types of Knowledge2:56
  Customer Needs and Analyzing The Market Place 4:04
  Getting to know The Competition 3:57
  Features and Benefits 5:22
Continuous Play
  How to Shorten The Product Knowledge Learning Curve18:11
  Slides: Product KnowledgePDF