1. SEM A - Selling
PE - Acquire product knowledge to communicate features and benefits to the consumer
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 and Benefit Feature: Benefit:
Describes an actual part of a product or service.
A distinctive aspect, a quality, or characteristic.
Benefit:
Describes how a product or service will directly offer a user a solution
Answers the question “What’s in it for me?”

6. Obvious Benefits and Unique Benefits
Easy to recognize
Example: Alloy Rims vs Factory Grade – Status Symbol
Example: 4G – Connectivity, Speed
Example: Powerful Engine – Wins NASCAR races
Unique Benefits:
Specific to the product or service
Example: Iphone 4S “Siri” – Handsfree
Example: Victoria Beckham Edition – Exclusive style
Example:

7. Hidden Benefits 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

8. Feature Benefit Selling
Providing product features to satisfy consumers by offering them a benefit they need or want
For every feature, there should be a corresponding benefit for a consumer

9. Features and Benefits for Goods and Services
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

10. What are the benefits?

11. Feature-Benefit Chart

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

13. BIC #2 Pencil 0.9mm Features Benefits Rubber Eraser
-Easily erases mistakes for quick corrections.
-Removable/Replaceable
Retractable 0.9mm lead
No need to sharpen
Simple “click for more lead”
Replaceable
High-Impact/ Color Plastic Body
-Shatter resistant
-Waterproof
- Colors allow for easy identification
Side-mounted Plastic Clip
-Keeps pen from rolling off flat surfaces
-Allows for easy and convenient pocket storage

14. Sources of feature/benefit information
Salesperson
Consumer Reports
Magazines/Newspaper
Company Websites
Blogs
Government Websites (ie: FDA)
Social Media
Twitter

15. Why do consumers buy sports products?
Factors that Motivate Consumers to Purchase Sports Products:
Family/Significant Other Interaction
Enjoying the game with others
Pricing
Deals/Value/Freebies!
Marketing helps to achieve this!
Ex: Arena Football vs NFL Game
Entertainment
Important or “Big Game”
Health Benefits

16. How do we know what Consumers Want?
Techniques for identifying sport/event motivators:
Surveys
Social Media
Blogs
Face to face
Focus groups
Promotions
Record the number of sales
High or low performing products

17. Describe ways that salespeople can use sport/event motivators to sell products
Sample
Discounts
Testimonials
Endorsement
Exclusive
Prestige
Patronage
People buy the same products again and again (loyalty)