SEM1 1.05 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:

SEM A - Selling PE - 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?

Feature and Benefit Feature: 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?” For every feature, there should be a corresponding benefit for a consumer

Define and Identify: Obvious Benefits and Unique Benefits Obvious Benefits: – Easy to recognize Example: Alloy Rims vs Factory Grade – Status Symbol Example: 4G – Connectivity, Speed Example: NASCAR 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 &Feature Benefit Selling 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 Providing product features to satisfy consumers by offering them a benefit they need or want

Distinguish between features and benefits for services versus those for tangible sport/event products Service Example: Sports Spa/Gym – Features: Massages, Yoga Classes, Weight lifting classes – Benefits: Better health, fewer injuries, better performance Product Example: Golf Clubs – Features: Loft, weight, graphite vs. steel, woods vs. irons – Benefits: Control, durability, backspin, low score

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

What are the benefits?

Feature-Benefit Chart

Prepare a feature-benefit chart for a product FeatureBenefit

Describe how to prepare a featurebenefit chart for a product 1)Identify each feature 2)Align each feature with benefit(s) -Keeping in mind your target market/customers

Explain the importance of understanding why people participate in/attend sports/events Target marketing – help to key on your customers Assist in market(ing) planning – where to market Economic analysis Health

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