Archive for August, 2011
A Critical Analysis of Foucault – Is Knowledge Power?
A Critical Analysis of Foucault – Is Knowledge Power?
Paradoxically, Foucault, the author of several philosophical treatises on prisons and the penal system, was a firm believer in human liberty and the inherent right to freedom. While acknowledging that a select few possessed the power to limit the freedom of others, he perceived of limitations as temporary. Certainly, some had more power than others but, ultimately all had power given that its primary source was knowledge. Indeed, as Flyvbjerg (1998) explains, Foucault perceived of power as a multi-faceted, multi-dimensional, dynamic phenomenon which, to all intents and purposes, belonged to no one and everyone. This essay will explore this notion in greater depth through the use of illustrative examples.
Knowledge is power and as a direct consequence of the correlation between the two, power is as fleeting as knowledge dynamic. As Fox (1998) argues, knowledge is, by its very nature, dynamic, mercurial and expansive. This means that not only is it constantly changing but it is constantly being added on to. The implication here is that one’s possession of knowledge, hence, power, is not only confined to a specific domain but because knowledge changes and grows, to a specific time. For example, when one briefly considers the history of revolutions, with the French one being highly relevant to the discussion at hand, one finds that the shifting boundaries of knowledge were at the core of the change in the power structure. Quite simply stated, and as may be inferred from Love’s (1989) analysis, its growing lack of knowledge of its contemporary societal context rendered the monarchy outdated and irrelevant. It is hardly coincidental that it was referred to as the ancient regime, denoting its outdated and irrelevant nature. As the identity of those who possesses knowledge changed, the new knowledge bearers resisted the monarchy and as they possessed contemporary, relevant knowledge, the revolutionaries emerged as the new power bearers (Love, 1989). The implication here is that power cannot be permanently monopolised by any single group but follows those who have knowledge.
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Even within the context of our experiences as students, we constantly witness the shifting of power within the classroom setting. Generally speaking, the lecturer is the possessor of power as a direct consequence of his/her expansive knowledge on a particular subject. Sometimes, however, the discourse shifts to a different topic and it is not at all unusual for this to be accompanied by a shift in power-holders; from the lecturer to the students and students to lecturers depending on the topic and who possesses the greater knowledge.
Proceeding from the above stated, one can confirm that because power and knowledge are inextricably linked, power comes from everywhere and from anyone. The boundaries of power are constantly shifting in direct correlation with the dynamics of knowledge. Within the span of a single discourse (involving the exchange of knowledge) one witnesses and often experiences shifts in power. It is, thus, that Foucault’s assessment accurately reflects the highly mobile nature of power.
Bibliography
Love, N.S. (1989) Foucault & Habermas on discourse and democracy. Polity, 22(2), 269-293.
Flyvbjerg, B. (1998) Habermas and Foucault: Thinkers for civil society? The British Journal of Sociology, 49(2), 210-233.
Fox, N.J. (1998) Foucault, Foucauldians and sociology. The British Journal of Sociology, 49(3), 415-433.
Source: ArticlesBase.com
Are You a Product Knowledge Expert?
Are You a Product Knowledge Expert?
“Besides,” he continued, ” if you don’t know something, tell your customers you’re new, and that you’ll have to check; they won’t mind that at all. In fact, if you want to, you can say ‘I’m new’ for the entire first year you’re in business!” Wow! Despite that pathetic coaching, I survived, discovered the importance of product knowledge, and went on to become a product knowledge expert; and in this article, I’ll show you how to become a product knowledge expert too! The examples I’ll use come from automotive sales, but with a little thought, you can create similar examples for any product; the principles always work!
Many sales training programs consist primarily of product knowledge and competitive comparisons. Why? Because although the technique of selling is extremely important, it becomes almost meaningless without expert product knowledge; you can’t be very effective at selling products you don’t know much about, or believe in. So, knowledge of your products and what the competition is offering, are extremely important factors. After all, you’re supposed to be an expert! Customers come to you for knowledge, demonstration, explanation and comparison. If you can’t show them why your products are the best choice for their hard-earned dollars, then why should they buy from you? What you offer, the benefits your customers will enjoy, and the advantages your products have over the competition, should always be at the forefront of your mind; this is the only way to help your customers make quality decisions about your products. For automotive sales, it means: helping your customers make a quality transportation decision!
Unfortunately, the process of becoming a product knowledge expert today, is much more difficult than it was 14 years ago. And, the automotive sales field is just one example; virtually every sales field has become more complex and expansive. Within the automotive industry, manufacturers have targeted niche markets, and the number of models and trim levels have proliferated. This phenomenon is evident in many sedans, SUVs, minivans and pickup trucks. Add innovations that weren’t around 14 years ago, like GPS Navigation, Bluetooth, Smart Key, Dynamic Laser Cruise Control, Park Assist, etc., and the task of becoming a product knowledge expert becomes formidable. How can you possibly master this ever-expanding sea of models, variations and trim levels? There’s an old saying: “The best way to eat an elephant is-one bite at a time!” So use this “advice” to master your product line(s). The key is to take your learning sessions in small “bites,” but to learn something new every day! Here’s how to do that:
Begin with your most popular model; it could be a sedan, SUV, minivan, or pickup truck. Take a clean sheet of paper, and draw four vertical columns. The headings for these columns should be “Features,” “Functions” (how the features work), “Customer Benefits” and “Dominant Buyer Motive(s).” Next, simply walk around your chosen vehicle, noting every feature you can think of, both outside and inside. List them in column one, leaving some space between features (it’s OK to use more than one sheet). Then, write a brief description of how each feature works; put that in column two. Go on to column three, and describe the benefit your customers would derive from having that particular feature. Finally, in column four, list what dominant buyer motive or motives this feature would appeal to. At first, make notes that make sense to you. Then, simplify everything so that a 12- year-old could understand it. Remember, you will be a product knowledge expert, but your customers won’t be; therefore, you must make your explanations simple enough for them to comprehend easily. This process may sound complex, but it’s not; after some initial effort, the entire process will become a “snap.” Lets get specific. If you study the following example, it should clarify the entire process for you. We’ll use”anti-lock brakes” as the feature in this example; then of course, the “Feature” column would indicate anti-lock brakes. Next, the “Function” column might state: In a panic stop, a computer will pump your brakes faster than any human could, and that prevents wheel lockup.The “Customer Benefit” column should state: This will enable you to maintain steering control, and allow you to steer safely around any obstacle in an emergency situation. And, under “Dominant Buyer Motive(s)” you would list: safety, performance and resale value. Now, simply continue this process until you have covered all the features for your targeted vehicle. Depending on complexity, it might take one day or one week to master that vehicle. Then, move on to the next model. Eventually, you will go through all of your models in a surprisingly short time; and with an occasional review, you will begin to become a product knowledge expert! This process forces clear and logical thinking on your part, and such thinking will greatly enhance retention.
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If this still sounds like a daunting process, take heart; there are factors working in your favor! First, the process will get easier with each model you master. It’s similar to driving on an unfamiliar back road: At first, you creep; then, as the road becomes familiar over time, you greatly increase your speed. Second, many features, like anti-lock brakes, side and side-curtain airbags and electronic vehicle stability control, are common to a number of models; so what you learn from one model will carry over to the next. You might also be concerned about forgetting what you learned as you progress from model to model, but fear not: the knowledge will stick, as long as you review each model periodically. I recommend doing so at least once per month.
There is one last practice to cover, before product knowledge mastery is complete: It’s the practice of getting into vehicles physically, to learn the features and controls first hand. This practice is essential! If you do this frequently, you’ll feel completely comfortable when your customers subsequently ask about a feature or control; you’ll be smooth, and you won’t ever fumble. This shows true professionalism. Also remember, features like GPS Navigation, Bluetooth and DVD systems demand hands-on practice; you can’t just “wing it!” So, be sure to get into vehicles physically on a daily basis, until you become a master of every feature and control.
Competitive comparisons are also extremely important, and they can be somewhat challenging. You normally don’t have the latest models from other manufacturers to walk around and compare. So keep it simple. Make up a comparison sheet: your model to the top two competitors. If needed, you can get accurate information from the Internet. Again, begin with your most popular model, and add new comparisons one model at a time. I suggest that you focus on Dominant Buyer Motives rather than individual features, when you create these sheets. Remember, most competitive manufacturers have similar features. Your model, however, may have better gas mileage or a better government crash rating; and that may be exactly what your customer is concerned with! Customers are extremely well- informed today, so precise knowledge of these comparisons is essential. Also, remember the most important aspect of competitive comparisons-accuracy. Keep your knowledge fresh and current, and immediately update any comparison when changes occur. If you state incorrect or outdated information about a competitive model, you’ll lose credibility instantly!
What’s the payoff for all this hard work? Within a short period of time, you’ll be able to expertly demonstrate any vehicle your customers choose. You’ll be able to explain the benefits of each feature that interests them, and you’ll easily be able to point out where your vehicle has an advantage over the competition. Your “work” will start to become fun, because you’ll know you can handle any customer query with expertise! So remember, it’s simple to become a product knowledge expert. It just requires an orderly method and diligence. Keep your learning sessions short, take clear and logical notes, and be sure to review them periodically. You can never learn it all, but it’s shameful to neglect learning something new every day. Eat the elephant “one bite at a time,” and you’ll quickly move to the head of the product knowledge class!
Ken Polino has literally held every position in automotive sales, from Sales Trainee to General Sales Manager. Ken’s passion is teaching and training! He published a book in 2009, titled “Rags to Riches:How to be great at Automotive Sales! In 2010, Ken completely revised and expanded his unique, interactive training system: “The Success Notebook for Automotive Sales.” For more information on his products and training, visit his web site at http://www.kenpolino.com
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