Product knowledge is important to know on all products, it show competence and makes the customer relax.
But the most important thing is that you can translate it into benefits for the customer, something they can relate to.
Ex. High resilience foam. (HR) means that the Seat cushion will keep it shape for a longer time.
When we talk about products we use the QAB model.
Q (quality/ what it is) is a description of all the hard-core facts of the products. The things descript here is normally not something you communicated to the customer unless they ask. Due to the fact that they do not know what it means.
A (advantage/ what it does) is a description of what the advantage is of the qualities. Can be used in some degree to the customer.
B (benefits/ what it means for the customer) this is the most important because it tell exactly what all the quality means for the customer in everyday language so that they easy can related to it.