1. Answer in your notes…
Describe the difference between features and benefits.
Describe the difference between obvious features and hidden benefits.
What are five common places salespeople can look to find information on product features?
What are the 5 parts of the Promotional Mix?

3. Objectives Describe feature-benefit selling
Prepare for feature-benefit selling

4. Personal Selling What do you think? Personal Selling
any form of direct contact between a salesperson and a customer
two-way communication between a customer and salesperson sets personal selling apart from other forms of promotion
forms of personal selling:
retail selling
business-to-business selling
telemarketing
What do you think?
Think back to the last major purchase you made. What was your interaction with the salesperson like?

5. Forms of Personal Selling
Retail Selling
customer comes to store; store traffic created through advertising and in-store displays
Business-to-Business Selling
one business selling within its warehouse showroom or at another place of business (ex: copy machines, HR consulting)
Telemarketing
selling products by telephone
commonly sold products using telemarketing:
service contracts for newly purchased products
subscriptions
phone services

6. Understanding Customer Needs
A good salesperson should be alert to a customer’s needs and offer product suggestions
Feature-Benefit Selling
matching a customer’s needs and wants with characteristics of a certain product

7. Feature-Benefit Selling
Do customers buy a product or buy the features a product will provide?
this is a fundamental question of feature-benefit selling
Product Features
important to know how a product’s features will benefit the customer
product features can be physical, basic or extended; most basic feature is the product’s use
additional features can be the reason for a product’s higher price
extended features can include warranties, guarantees, service policies, additional financing, etc.
Answers the question, “What is it?”

8. Feature-Benefit Selling
Customer Benefits
personal satisfaction or advantages customers wants from buying a product
when product features develop into customer benefits they are referred to as selling points
salespeople must look at a product’s features from a customer’s point-of-view to figure the customer benefits
two questions to answer:
“How will I (or my business) benefit?”
“What’s in it for my business and/or me?”

9. 3 Types of benefits Obvious or apparent benefits
Advantages that need little explanation
Ex: auto shut-off on a curling iron
Unique or exclusive benefits
Advantages that are available only from your good, service or business
Ex: car stereo system that syncs with phone to talk hands-free
Hidden benefits
Advantages that cannot be seen or understood without the assistance of a salesperson
Ex: shoe salesperson persuading you to try on the shoes

10. Feature-Benefit Chart
A feature-benefit chart is developed once you have identified the product’s features and benefits
What features to look for in a product
Where to get the information you need
What to do with the information when you get it
two-column chart with the product features on one side and the corresponding benefits on the other

11. Step One Find your product’s features 4. Durability
1. Construction and materials
What is this material?
Who makes it?
What’s the difference between these two items?
2. Appearance and style
Aesthetic features (beauty/attractiveness of the design)
3. Unique or novel features
Free delivery
4. Durability
How many miles will I get from these tires?
5. Product uses
What will the product do and how it can be used
6. Service and warranty
Appliances, electronics and vehicles

12. Step Two Know where to get facts about product features
The product itself
firsthand knowledge, gained by experience
Customers
Testimony to use for future sales presentations
Brochures and publications
Product’s website
Other sales personnel

13. Step Three Create a Feature-Benefit Chart Product: iPhone 6 Features
(What are they?)
Benefits
(What do they mean?)
Flash on the front of the phone
The new iPhone illuminates the screen when you're taking a selfie in a dark setting.
MORE SELFIES!!
Faster Wifi
Research can be done quicker so you get your homework done faster!
(watch Netflix without buffering )
Strongest cover glass used in any smartphone
Screen won’t crack when you drop it for the millionth time (parents will only replace your phone so many times….)

14. Customer Buying Motives
It is important to understand what motivates customers to buy
Rational Motives
customers make buying decisions based on conscious, logical reasons such as:
time or monetary savings
health or safety considerations
product dependability

15. Customer Buying Motives
Emotional Motives
customers make buying decisions solely based on emotional feelings
feelings of power, love, social approval, etc.
Most buying decisions are influenced by a combination of both of these
motives: tackling all five senses
Marketers position their products to appeal to consumers’ rational and emotional senses – but what of the five physical senses? It is becoming popular for companies to use color, sound, taste, smell and touch to make their products appealing. Why do you see so many fast food restaurants with warm, vibrant colors? Because psychologists have found these colors encourage activity and excitement, whereas cool colors are more soothing and relaxing. Can you think of different ways the other senses can be integrated into selling products?

17. Consumer Decision Making
Customers have different styles of decision making – some need minimal help or time in making buying decisions, others require significant amounts of time and effort
Three styles of consumer decision making:
Extensive Decision Making
includes much prior research and thinking
Limited Decision Making
includes some prior research and thinking
Routine Decision Making
includes little or no prior research and thinking

18. Consumer Decision Making
Extensive Decision Making
consumers use this form of decision making when there has been little or no previous experience with a product
includes items:
perceived as having a high degree of risk
are very expensive
have a high value to the customer
such items could be:
a house
land for business or personal reasons
expensive machinery for manufacturing or production purposes

19. Consumer Decision Making
Limited Decision Making
consumers use this form of decision making to buy products they have purchased before, but not on a regular basis
perceived risk is moderate
product information is usually essential to the customer before he/she makes a buying decision
items usually bought using limited decision making:
special occasion clothes
household appliances
vacation packages
furniture

20. Consumer Decision Making
Routine Decision Making
consumers use this form of decision making when little information is needed to purchase a product, usually because of either:
a low perceived risk
low-cost items, frequently bought items
cosmetics, grocery items, magazines
familiarity with the product
consumers who develop brand loyalty will use routine decision making, no matter the cost or type of product
automobiles, computers, electronics