In the fast-moving world of tech scaleups, sales teams must be equipped with the right skills to convert prospects into customers. But when it comes to training, a critical question arises: Should sales teams prioritize deep product knowledge or focus more on sales techniques?

On a recent episode of Wisdom From Wizards, Liz Chavez from SpyCloud weighed in on this important topic.

The Case for Product Knowledge

Product knowledge is essential — without it, sales reps struggle to position the product effectively, answer technical questions, or build credibility with prospects. Understanding core features, use cases, and implementation best practices helps reps tailor their messaging and align with the customer’s needs.

However, there’s a catch. Too much focus on product knowledge can lead to what Liz calls “smartest person in the room” syndrome. This happens when conversations shift from problem-solving to a competition of who knows the most technical details — leading to disengaged prospects rather than closed deals.

The Role of Sales Techniques

On the other hand, strong sales techniques help reps navigate conversations, handle objections, and close deals efficiently. Role-playing exercises and real-world simulations enhance their ability to engage prospects and drive action. But without a solid grasp of the product, sales reps may struggle to address key objections or demonstrate value effectively.

The Winning Formula: An Integrated Approach

So, what’s the right approach? According to Liz, the best sales training integrates product knowledge with real-world selling exercises. Reps don’t need to be technical experts, but they do need a foundational understanding of the product’s market fit, key features, and implementation best practices. Pairing this with scenario-based training helps reps apply their knowledge in dynamic customer interactions.

Final Thoughts

For tech scaleups, investing in well-rounded sales training is key to accelerating growth. Balance is everything — too much focus on product knowledge can alienate prospects, while too little leaves reps unprepared to address critical objections. The most effective teams equip their salesforce with the right mix of knowledge and technique to drive success.

Wisdom From Wizards is brought to you by Caribou Strategic, helping tech scaleups stand out and succeed.

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