Objective 2.08 Product knowledge

Product Information Sources Direct experience Company discount for salesperson to buy and use the product Study displays Visit the manufacturing facility

Written publications Manuals Warranty/guarantee Catalogs Labels Internet Consumer Reports

Other people Co-worker *** Manager Corporate hotline

Formal training Manufacturer's Representative (how the product is made***) Company promotions Daily/weekly/seasonally

Product Information Guidelines Decide which features and benefits appeal to each customer. Customers buy the benefit, not the feature. Different customers want different benefits from the same product. Listen, question, and observe the customer to determine customer needs and desires You only need to explain the benefits that pertain to the current customer.

Features vs. benefits Feature – a physical characteristic or quality of a product, a description of something a person can touch, feel, smell, see, or measure Benefit – the satisfaction that a customer wants from a good or service “what’s in it for me?”

Obvious or apparent benefit – easily recognizable benefit that the customer can see without much explanation Example - “This shirt is made of cotton so it is soft and will keep you cooler in hot weather.”

Unique or exclusive benefit – a benefit that only comes with a particular product. *Example – “If the pizza does not arrive within 30 minutes of when you order by phone it is free.”

Hidden benefit – A salesperson must explain this benefit since it is not readily visible. *Example – “Look on the back of this watch, it has a release mechanism for changing the battery.”

***quick reference for salesperson Feature-benefit chart- a listing of a product’s features with their corresponding benefits ***quick reference for salesperson  

YOU create a feature/benefit chart for the product of your choice. must have at least FIVE features and corresponding benefits