SEMI 1.05 Acquire Product Knowledge to communicate Product Benefits and to Ensure Appropriateness of product for the consumer.

Terms Benefit: An advantage consumers receive from using a product Feature: A fact or characteristic of the product Feature-Benefit Chart: A list that may be arranged alphabetically to show product features and corresponding benefits Feature-Benefit Selling: Convincing customers that a product has the features that will provide the benefits for which they are looking Hidden Benefit: Advantage of product not recognizable unless pointed out by salesperson Obvious Benefit: Advantage of product that is apparent, plain to see, easily recognizable Unique Benefit: Exclusive, the only one of its kind; a benefit competitor’s good or service does not possess

Sources of Feature/Benefit Information The product itself Customers Manufacturer’s brochures and publications Other sales personnel Promotional materials

Examples of Obvious or Apparent Benefit NFL shirt Color Sleeve length Team Baseball bat Wood or metal Barrel diameter Handle thickness Taper

Example of Unique or Exclusive Benefit Exclusive access and concert tickets with an American Express card Bench seats for the Globetrotters Sideline passes for Super Bowl Neck brace/safety seats for NASCAR drivers Kentucky Derby parties for owners and stable employees

Example of a Hidden Benefit NASCAR provides research for car creation and innovation Unlimited car service with a black American Express card Tennis racquet made from 100% recycled material NFL pajamas are 100% organic cotton and have double-stitched seams

Feature and Benefits Services Tangible Sport/Event Example: Sports Spa/Gym Features: Massages, Yoga Classes, Weight lifting classes Benefits: Better health, fewer injuries, better performance Example: Golf Clubs Features: Loft, weight, graphite vs. steel, woods vs. irons Benefits: Control, durability, backspin, low score

Describe How To Prepare A Feature-Benefit Chart For A Product List all the product’s features on the chart. Begin with the ones that a customer or client will see first. Then, list the less-obvious or hidden features of the product. For each feature that you’ve identified, ask yourself, “What does this mean for the customer?” Write each benefit beside its feature.

Feature Benefit Chart

It’s Important to Understand Why People Participate In/Attend Sports/Events Understanding motivations, or the "internal factor that arouses, directs, and integrates a person’s behavior" leads to better planning and marketing of festivals and events, and better segmentation of participants Target marketing – help to key on your customers Assist in market(ing) planning – where to market Economic analysis Health Significant Others Affordability Entertainment Value

Techniques For Identifying Sport/Event Motivators Surveys Social Media Blogs Face to face Blind sampling Focus groups Promotions Interviews Observations or research based on customer's feedback of the events. Motivators: Fan Motives (loyal fans), Host-destination (travel motivators (where the event is held) and Entertainment value (including the festivities around the event)

Ways That Salespeople Can Use Sport/Event Motivators To Sell Products Sample Discounts Testimonials Entertaiment Endorsement Exclusive Prestige Patronage (brand loyal) Fan Identification Interaction with significant others, such as family members, coaches, or peers. Game attractiveness Value of the event Arena Football $15!!! Stadium Factors Value of the sport to the community