SEM1 1.05 A - Selling Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer PI – Determine.

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SEM A - Selling PE - Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer PI – Determine.

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Presentation transcript:

SEM1 1.05 A - Selling Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer PI – Determine sport/event features and benefits PI – Describe factors that motivate people to participate in/attend sport/events

What do you see?

What do you see?

What do you see?

FEATURE-BENEFIT SELLING Selling style in which a salesperson relates product features to satisfy consumers by offering them a benefit they need or want

Feature and Benefit FEATURE: BENEFIT: Describes an actual part of a product or service BENEFIT: Describes HOW a product or service will directly offer a user a solution “What’s in it for me?”

Define and Identify: Obvious Benefits & Unique Benefits Easy to recognize Example: Alloy Rims vs Factory Grade – Status Symbol Example: 4G – Connectivity Availabiltiy Example: NASCAR- 200+ MPH wins races! UNIQUE Benefits: Specific to the product or service Example: Iphone 4S “Suri” – Handsfree Example: Victoria Beckham Edition – Exclusive style Example: NASCAR – Safety seats – Specially made for the driver

Define and Identify: Hidden Benefits Implied but not obvious Example: Hybrid Cars = Better gas mileage Example: Sketchers Shape-Ups = Ergonomics Example: NASCAR – Provided research for automobile creation and innovation

Identify SOURCES of feature/benefit information Consumer Reports Company Websites Angie’s List Blogs Government Websites (ie: FDA) Social Media Twitter

FEATURE BENEFIT FEATURE BENEFIT Service Control Durability Backspin Massages Yoga Classes Weight lifting classes Better health fewer injuries better performance Service FEATURE BENEFIT Loft Weight graphite vs. steel woods vs. irons Control Durability Backspin low score Product

Feature-Benefit T-CHART Identify each feature Align each feature with benefit(s) Keeping in mind your target market/customers

Feature-Benefit Chart

Feature-Benefit Chart Example

Select 2 products (1-good, 1-service) Select 2 products (1-good, 1-service). Prepare a feature-benefit chart for each. FEATURE BENEFIT Teacher assigns product for students to use in filling out a chart

Explain the importance of understanding WHY people participate in/attend events Target marketing – help know your customers Assist in market(ing) planning – where to market Economic analysis Health Significant Other Entertainment Value

Describe techniques for identifying sport/event MOTIVATORS Surveys Social Media Blogs Face to face Blind sampling Focus groups Promotions

Describe ways that SALESPEOPLE can use sport/event motivators to sell products Sample Discounts Testimonials Endorsement Exclusive Prestige Patronage (support, regular customer)

Venue Video Show all features and explain benefits. Provide examples of uses Examples of possible events…

Cross Fit brand http://www.cbsnews.com/news/crossfit-creator-greg-glassman-60-minutes-2/