Comprehension
Know Your Product. Believe in Your Product and sell with Enthusiasm
These are the fundamental selling truths. If you don't know your product, people will resent your efforts to sell it, if you don't believe in it, no amount of personality and technique will cover that fact; if you can't sell with enthusiasm the lack of it will be infectious.
Nothing turns off a potential customer quicker than a salesman's lack of familiarity with his products. Have you ever walked into a department store, asked a clerk how a particular gadget or appliance worked, and then stood by while he fiddled with the knobs and wondered out loud why they don't make things simple anymore? Even if he finally gets it to work, by that time your interest has diminished and you are not likely to make the purchase.
Knowing your product also means understanding the idea behind its projection, how it is perceived – the relationship between it and what someone wants to buy. How will it help the customer? What problem is it solving? What is its promise?
An understanding of these intangible features is at least as important as knowing a product's mechanical features. Yet precisely because they are intangible, and may even vary from customer to customer, they are more prone to being misinterpreted and misunderstood.
Knowing your product also means understanding the image it is projecting. I believe all products project an image of some sort. It may be a positive one, which you want to promote, or a negative one, which you need to overcome.
The home computer industry, for instance, really didn't take off until it solved its image problem. Here was the device that saved time and simplified all sorts of tasks, yet it looked complicated and difficult to use. Until it was made to seem ``friendlier'', less forbidding, sales lagged.
Question: 1

What, according to the author, would selling without enthusiasm result in?

Updated On: Apr 14, 2026
  • No sale at all
  • Absence of enthusiasm in the buyers as well
  • Lack of confidence of the salesman in the product
  • Lack of knowledge on part of salesman
  • Complaints from buyers
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The Correct Option is B

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Question: 2

What does the author say about the image your product should project?

Updated On: Apr 14, 2026
  • It is always in harmony with the customers' needs
  • Its knowledge is necessary for the product to sell
  • The better the image is, the higher your product will sell
  • It serves to lift up the stagnating sales
  • It should meet the customer expectations
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The Correct Option is C

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Question: 3

How does the author relate the intangible features of a product to its mechanical ones?

Updated On: Apr 14, 2026
  • The intangible features are more powerful than the mechanical ones.
  • The mechanical features cause the sale of product
  • Not understanding mechanical features can stag the sales
  • The product can be thoroughly known by knowledge of both.
  • The mechanical features should outsmart the intangible ones.
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The Correct Option is D

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Question: 4

What according to the author caused the initial de-back in the computer industry?

Updated On: Apr 14, 2026
  • The misplacement of brand in the market.
  • The product appeared complicated and difficult to use.
  • The lack of faith in the product capacity.
  • Cost was very high
  • Quality was not up to the mark.
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The Correct Option is B

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