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SEM1 1.05 A - Selling Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer PI – Determine.

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Presentation on theme: "SEM1 1.05 A - Selling Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer PI – Determine."— Presentation transcript:

1 SEM A - Selling 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

2 What do you see?

3 What do you see?

4 What do you see?

5 FEATURE-BENEFIT SELLING
Selling style in which a salesperson relates product features to satisfy consumers by offering them a benefit they need or want

6 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 “What’s in it for me?”

7 Define and Identify: Obvious Benefits & Unique Benefits
Easy to recognize Example: Alloy Rims vs Factory Grade – Status Symbol Example: 4G – Connectivity Availabiltiy 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

8 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

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

10 FEATURE BENEFIT FEATURE BENEFIT Service Control Durability Backspin
Massages Yoga Classes Weight lifting classes Better health fewer injuries better performance Service FEATURE BENEFIT Loft Weight graphite vs. steel woods vs. irons Control Durability Backspin low score Product

11 Feature-Benefit T-CHART
Identify each feature Align each feature with benefit(s) Keeping in mind your target market/customers

12 Feature-Benefit Chart

13 Feature-Benefit Chart Example

14 Select 2 products (1-good, 1-service)
Select 2 products (1-good, 1-service). Prepare a feature-benefit chart for each. FEATURE BENEFIT Teacher assigns product for students to use in filling out a chart

15

16 Explain the importance of understanding WHY people participate in/attend events
Target marketing – help know your customers Assist in market(ing) planning – where to market Economic analysis Health Significant Other Entertainment Value

17 Describe techniques for identifying sport/event MOTIVATORS
Surveys Social Media Blogs Face to face Blind sampling Focus groups Promotions

18 Describe ways that SALESPEOPLE can use sport/event motivators to sell products
Sample Discounts Testimonials Endorsement Exclusive Prestige Patronage (support, regular customer)

19 Venue Video Show all features and explain benefits.
Provide examples of uses Examples of possible events…

20 Cross Fit brand

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