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What is product knowledge?

Definition: Product knowledge is a deep understanding of products or services offered by a company, including features, functionality, benefits, pricing, target customers, industry policies, and special offers

It isn’t restricted to the product itself but includes information on external factors such as industry trends, brand values, competitors, and customer experience that influence the customers' final decision.

Product knowledge is essential for delivering high-quality customer service, and it enables customer service representatives, sales agents, and marketers to communicate product offers effectively and answer inquiries. 

Employees usually go through product knowledge training to learn how to answer customer doubts and questions and assure them the product/service is the best solution to their needs.

Types of product knowledge

  1. Customer needs

This type of product knowledge refers to understanding and being able to express customer pain points and needs. Before pitching the product to the customer, employees know the buying behavior, interests, problems, and solutions their customers need.

  1. Customer experience

Customer experience is a subtype of product knowledge and refers to how the product is perceived and experienced by the customers. 

This information is important for achieving successful sales and creating a good marketing strategy. Employees use the target audience's words and experiences to help future customers better understand and visualize using the product.

  1. Competition

Competition knowledge is important for understanding, positioning, and differentiating the company’s product from its competitors. Knowing competitor products' features, pricing, pros, and cons helps highlight the company’s product as the best solution.

  1. Industry

Understanding the trends, market conditions, and regulations of the industry the product is in helps position the product better. The regulatory environment and market trends influence major decisions regarding promotion and development.

  1. Brand

Knowing the brand’s mission and vision helps the customer interact with the brand more. It is crucial for a customer to pick one brand over the other.

  1. Use and configuration

This type of product knowledge refers to the staff showing customers how to use, configure and personalize the product independently. 

In-depth knowledge on this topic positions the brand as an expert and promotes the product's ease of use.

  1. Troubleshooting and policies

Employees need to know how to answer customer questions, resolve issues and explain warranty & refund policies

A well-informed customer support agent resolves issues fast or knows how to direct the customers toward a solution.

  1. Complementary products and special offers

The result of employees knowing about complementary products, and special offers is a good customer experience. 

Employees use this information to win over customers or make them feel valued and appreciated.

How different teams benefit from product knowledge

Sales - A better understanding of the product and the target audience results in better pitches to customers

Customer support - Strong product knowledge helps answer questions and concerns more precisely and quickly

Technical support - Easier and faster diagnosis and resolution of a technical problem

Marketing - Knowing the product and the customers in and out helps create effective, clear and targeted campaigns and messages

Stakeholders - A deep understanding of the product and terminology helps avoid misunderstandings and confusions in communication

Management - A better understanding of the product helps the team make strategic and informed decisions about the future

Product development - Knowledge of the current product and the customer’s evolving needs helps identify areas of improvement, and better position the product in the industry

What is product knowledge training?

Product knowledge training is a type of employee training with the aim of giving employees more information and a better understanding of the product’s latest features, benefits, policies, or customer insight.

The outcome of the product knowledge training is different for various departments. The sales team uses the information to form the main talking points, while the customer support team gets the answers to FAQs and possible solutions.

The most effective product knowledge-sharing training has:

  • Real-life examples
  • Rewards and bonuses
  • Experts for various teams involved
  • Assessments 
  • Product usage and testing
  • Visual aids

Product knowledge training ideas and strategies

  1. Team presentations

Knowledge sharing from peers increases engagement, promotes active listening & learning, and encourages collaboration. Different teams share their unique point of view with others, leaving room for feedback, questions, and clarifications.


  1. The sales team puts together and presents the FAQs they receive from customers, and the sales team uses that information for their talking points.
  2. Each team member switches to another team for the session and learns more about the team’s view on the product, customer journey, or the latest features.
  1. Interactive role-playing

A highly effective knowledge training idea because it provides a safe learning environment, promotes teamwork and builds confidence. This technique is useful for customer support, technical support, and the sales department.


The customer support representative initiates the role play with the development team and practices explaining complicated tech terms to customers.

  1. Reading Testimonials 

A good product knowledge training idea because it helps the teams identify common customer needs and pain points, highlight unique features from the customer perspective, and provide ready-to-use social proof.


The marketing team reads the testimonials with the sales team to get social proof for their pitches and ads.

  1. Information handouts

An easily accessible resource that is used on product knowledge training to educate and share the latest industry or internal insights. Employees refer back to the handout and update it if it’s virtual.


The marketing team creates and shares a marketing literature handout with industry-related blogs, trends, and the latest insights.

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Article FAQs

Why is product knowledge important?
Product knowledge is important because it enables employees to effectively communicate the features, benefits, and value of products or services to customers, resulting in enhanced customer satisfaction, trust, and higher sales and business growth, ultimately long-term business success.
How can I ensure product knowledge remains up-to-date as products evolve?
To ensure product knowledge remains up-to-date as products evolve, the brand or the company needs to use microlearning, product refresher training, or updates through weekly or monthly employee newsletters. Collaboration of all departments is crucial for everyone to be on board with the latest updates and changes.
How do you demonstrate product knowledge?
Product knowledge can be demonstrated by providing accurate information about the product's features; using relevant examples or case studies to illustrate product usage; or tailoring your messaging to the customer's needs.
What are the levels of product knowledge?
The levels of product knowledge are: product class, form, brand, and model. For example, HubSpot(brand) is cloud-based(form), and its class is marketing automation software, while its product HubSpot Marketing Hub is considered the model.
What are the key elements of product knowledge?
The key elements of product knowledge are divided into product-based and customer-based elements. Product features, usage, benefits, competitors, and alternatives are the most important product-based elements. The target audience, customer objection principles, and customization options are key customer-based elements of product knowledge.
How is product knowledge measured?
Product knowledge is measured through role play, quizzes, or knowledge-sharing sessions. For customers to trust a brand or business, employees need to be updated with the latest relevant information and news.

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