You know what features to look for in your product, but where do you get this information? Here are the best places to look:

The product itself. The salesperson should study and, if possible, use the product before selling it to customers or clients. For example, a salesperson isn't likely to be able to answer questions about computer software unless s/he has actually used that software. Firsthand knowledge, gained by experience, tends to give a salesperson confidence.
Customers. If it is not practical for you to learn the features and benefits of your product by buying it yourself (if you are selling expensive manufacturing equipment, for example), the next best source of information could be your customers. Let's say you sell a machine that produces metal parts to a manufacturing plant. You've never used the equipment, but your customer lets you know that it performs better and doesn't break down as often as the plant's old machine. You can use this testimony in future sales presentations to demonstrate the value of your product.
Manufacturer's brochures and publications. Brochures, publications, and other materials furnished by the manufacturer are usually free. You can also check out the product's website or even write to the manufacturer if you need more information. These sources are especially helpful when looking for information on construction and materials.
Other sales personnel. If you don't know, ask! This is especially true if you're just starting out in sales. Take advantage of your coworkers' and supervisors' knowledge if you need information about the features of your product(s).
Promotional materials. A great deal of product information is given in product bulletins, catalogs, manuals, and other promotional materials. For example, a catalog might give the following feature-benefit statements for a pair of hiking boots:
- "Premium, full-grain tumbled leather and an advanced arch-support system provide comfort."
- "Rubber outsole provides excellent traction."