Obtaining an adequate level of product knowledge is vital for effective sales consultants. Making suggestions and incremental sales can be difficult if the consultant is not aware of the available product options and their features. It is important for him or her to be able to match up the features of the available products with specific benefits that the customer is looking for. Knowledge is also crucial when it is time to educate customers on what the products can provide and how they can positively contribute to the customer's profit levels.