SEM1 1.05 A - Selling PE - Acquire product knowledge to communicate features and benefits to the consumer PI – Determine sport/event features and benefits.

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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 PE - Acquire product knowledge to communicate features and benefits to the consumer 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 and Benefit Feature: Benefit: Describes an actual part of a product or service. A distinctive aspect, a quality, or characteristic. Benefit: Describes how a product or service will directly offer a user a solution Answers the question “What’s in it for me?”

Obvious Benefits and Unique Benefits Easy to recognize Example: Alloy Rims vs Factory Grade – Status Symbol Example: 4G – Connectivity, Speed Example: Powerful Engine – Wins NASCAR races Unique Benefits: Specific to the product or service Example: Iphone 4S “Siri” – Handsfree Example: Victoria Beckham Edition – Exclusive style Example: http://www.youtube.com/watch?v=XymjKdXAprE

Hidden Benefits 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 https://www.youtube.com/watch?v=kb2rVhFNe24&list=PLtc57NTUizP6AQsh-eI_nbO_q6WP6tBj-&index=4

Feature Benefit Selling Providing product features to satisfy consumers by offering them a benefit they need or want For every feature, there should be a corresponding benefit for a consumer https://www.youtube.com/watch?v=z-XTEWBR6f4 https://www.youtube.com/watch?v=kcpicxs7_vs

Features and Benefits for Goods and Services 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

What are the benefits?

Feature-Benefit Chart

Prepare a feature-benefit chart for a product Teacher assigns product for students to use in filling out a chart

BIC #2 Pencil 0.9mm Features Benefits Rubber Eraser -Easily erases mistakes for quick corrections. -Removable/Replaceable Retractable 0.9mm lead No need to sharpen Simple “click for more lead” Replaceable High-Impact/ Color Plastic Body -Shatter resistant -Waterproof - Colors allow for easy identification Side-mounted Plastic Clip -Keeps pen from rolling off flat surfaces -Allows for easy and convenient pocket storage

Sources of feature/benefit information Salesperson Consumer Reports Magazines/Newspaper Company Websites Blogs Government Websites (ie: FDA) Social Media Twitter

Why do consumers buy sports products? Factors that Motivate Consumers to Purchase Sports Products: Family/Significant Other Interaction Enjoying the game with others Pricing Deals/Value/Freebies! Marketing helps to achieve this! Ex: Arena Football vs NFL Game Entertainment Important or “Big Game” Health Benefits

How do we know what Consumers Want? Techniques for identifying sport/event motivators: Surveys Social Media Blogs Face to face Focus groups Promotions Record the number of sales High or low performing products

Describe ways that salespeople can use sport/event motivators to sell products Sample Discounts Testimonials Endorsement Exclusive Prestige Patronage People buy the same products again and again (loyalty)