Selling Helping customers make satisfying buying decisions, which creates ongoing, profitable relationships

Selling By helping customers make satisfying buying decisions, we mean… helping: determine customer needs and identify product features satisfying: relating those features to a customer benefit feature and benefit selling

Selling By creating ongoing, profitable relationships, we mean… repeat business is crucial to the success of a company profitable: it is easier and less expensive to keep current customers happy than generate new customers

Selling It is often said: “Customers do not buy products – they buy what the products will do for them” Leather Shoes: appearance, easy care, comfort, long life. Automobile: safe travel, gas mileage, impress others, cargo size.

Features Basic, physical, or extended attributes of a product Tangible Product Features Physical Characteristics of a product color, price, auto shut-off, mileage Extended Product Features Not Physical Characteristics but important to buying decision warranty, service policy, financing

Benefits Advantages or personal satisfaction a customer will get from a good or service It is comfortable It will get you there quickly It is easy to lift etc.

Feature/Benefit Chart

Selling Feature-Benefit Selling is a three step process: Identify Customer Needs Provide Product Features Relate Features to a Customer Benefit

1. Identify a Need Example: Person comes into store to buy a snow blower. What are his needs? A good salesperson will ask questions to determine specific (actual) needs… Short one car driveway Sidewalk and porch Wet/Heavy snow two or three times / year.

2. Provide Features Toro CCR™ 2450 GTS® Snow Blower 20" Clearing Width 35' Throw Distance Weight 71 lbs Toro CCR™ Powerlite® Snow Blower 16" Clearing Width 25' Throw Distance Weight 37 lbs.

3. Relate Benefits So, based on the needs we identified, which product would provide the best benefit? The CCR™ Powerlite® Snow Blower: Enough power to clear one lane drive (25’) Small enough for side walk (16” wide) Light weight to lift and hang (37 lbs)

Customer Satisfaction By HELPING relate “Features and Benefits” to needs, the customer makes a SATISFYING purchase Won’t be upset 2 months down the road because what was purchased will meet his NEEDS

Assignment Find two ads in a magazine with written copy that describes product. Using construction paper (front and back): Paste/Tape one ad on each side Create Table for each to Identify Features and Related Consumer Benefits Identify at least three features for each.

FEATURES 1. Laser Drilled Holes 2. Fever Reducer 3. Gel capsule BENEFITS 1. Rapid Relief 2. Improve Health 3. Easy to swallow