Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer. Objective 1.05.

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Presentation transcript:

Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer. Objective 1.05

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 Benefit: Describes how a product or service will directly offer a user a solution Answers the question “What’s in it for me?”

Define and Identify: Obvious Benefits and 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

Feature-Benefit Selling

Feature-Benefit Chart

Feature-Benefit Chart Example

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

Distinguish between features and benefits for services versus those for tangible sport/event products Service Product 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 Identify each feature Align each feature with benefit(s) Keeping in mind your target market/customers

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

Explain the importance of understanding why people participate in/attend sports/events Target marketing Assist in market(ing) planning Economic analysis Health

Describe techniques for identifying sport/event motivators Surveys

Describe ways that salespeople can use sport/event motivators to sell products Sample Discounts Testimonials Endorsement