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My wife and I decided to get a puppy for our two boys a few weeks ago. He is extremely cute! So much so that I had to buy him a manlier lead and collar for when I take him out for walks. For me, smiles from the same sex just isn’t my bag!

Why am I telling you about Obi?

A conversation with a very ‘unhelpful’ guy at a well known pet insurance company on Saturday takes me to this tip.

Due to this gentleman’s lack of knowledge in pet insurance, I went for a lesser known company who explained in detail all the areas I needed to know. I thought that ‘Boarding’ cover was incase they needed to be in for a few days at a vets. I now know that this is in the case of the owner having an accident themselves and thus needing to send the animal for boarding.  (I hope that example wasn’t common knowledge!)

Due to product knowledge, and not lack of, I chose to go with a different insurance company. I even think it was a little dearer.

Knowledge can be a game changer when pitching, writing emails, and everyday conversations with clients and prospects. It seems so obvious, but it is lacking in this country.

Use it to your advantage.

Have you asked your clients why they use you?

I bet if you do, product knowledge is high on the list. Only recently mib won two clients that were tendering. We were up against our usual suspects. We won both deals which was fantastic, and when we asked our clients for feedback on why they chose us, the answer on both occasions was our honesty and knowledge.

Don’t be ‘yes’ men. They’ll see straight through it. Explain the pros and cons of the product and services, and put forward recommendations. But remember, the recommendations have to be backed up with true reasoning. This is the part that wins the deals. The potential client will have full trust and faith in your delivery, and will lead to a long and prosperous relationship.

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