$960 = 2^6 \cdot 3 \cdot 5$
We know that $a,b,c,d$ are digits, i.e. they are all $<10$. So one of the digits has to be $5$ (we need a multiple of $5$ to make the product of 960, but any multiple other than 5 itself is larger than 10)
Another digit has to be either 3 or 6 (same reasoning). If it was 3, then we are left with $2^6$, which has to be split up to make 2 numbers smaller than 10 that are not equal. This is not possible (neither can be $2^4=16$ or higher since that is not smaller than 10, meaning that they both would have to be equal to $2^3$, which is not allowed since they have to be different). Thus the second digit has to be a 6.
We are left with $2^5$ out of which we have to make two numbers smaller than 10. The only way to do so is to set one equal to $2^2=4$ and one equal to $2^3=8$.
Our digits are thus 4, 5, 6 and 8, the sum of which equals 23.