A good salesperson should always learn something about the company, and even the individuals, behind the product he or she is selling. Confidence in a product depends in part on confidence in the integrity, competence, and commitment of those who manufacture and distribute that product. Salespeople should therefore familiarise themselves with the principal
personalities behind a company, gaining an understanding of its personnel structure and the functions, duties, and experience of key individuals within the business. It is also useful to know something of the history and development of the company, as well as being aware of its present reputation, and to be familiar with the company's particular practices and policies. As well as providing a more thorough knowledge of the product, this information can help to form the basis of an effective sales pitch.