1. Selling
Helping customers make satisfying buying decisions, which creates ongoing, profitable relationships

2. Selling
By helping customers make satisfying buying decisions, we mean…
helping:
determine customer needs
and identify product features
satisfying:
relating those features to a
customer benefit
feature and benefit selling

3. Selling By creating ongoing, profitable relationships, we mean…
repeat business is crucial to the success of a company
profitable:
it is easier and less expensive to keep current customers happy than generate new customers

4. Selling It is often said:
“Customers do not buy products – they buy what the products will do for them”
Leather Shoes:
appearance, easy care,
comfort, long life.
Automobile:
safe travel, gas mileage,
impress others, cargo size.

5. Features Basic, physical, or extended attributes of a product
Tangible Product Features
Physical Characteristics of a product
color, price, auto shut-off, mileage
Extended Product Features
Not Physical Characteristics but
important to buying decision
warranty, service policy, financing

6. Benefits
Advantages or personal satisfaction a customer will get from a good or service
It is comfortable
It will get you there quickly
It is easy to lift
etc.

7. Feature/Benefit Chart

8. Selling Feature-Benefit Selling is a three step process:
Identify Customer Needs
Provide Product Features
Relate Features to a Customer Benefit

9. 1. Identify a Need
Example: Person comes into store to buy a snow blower. What are his needs?
A good salesperson will ask questions to determine specific (actual) needs…
Short one car driveway
Sidewalk and porch
Wet/Heavy snow two or three times / year.

10. 2. Provide Features Toro CCR™ 2450 GTS® Snow Blower 20" Clearing Width
35' Throw Distance
Weight 71 lbs
Toro CCR™ Powerlite® Snow Blower
16" Clearing Width
25' Throw Distance
Weight 37 lbs.

11. 3. Relate Benefits
So, based on the needs we identified, which product would provide the best benefit?
The CCR™ Powerlite® Snow Blower:
Enough power to clear one lane drive (25’)
Small enough for side walk (16” wide)
Light weight to lift and hang (37 lbs)

12. Customer Satisfaction
By HELPING relate “Features and Benefits” to needs, the customer makes a SATISFYING purchase
Won’t be upset 2 months down the road because what was purchased will meet his NEEDS

13. Assignment
Find two ads in a magazine with written copy that describes product.
Using construction paper (front and back):
Paste/Tape one ad on each side
Create Table for each to Identify Features and Related Consumer Benefits
Identify at least three features for each.

14. FEATURES
1. Laser Drilled Holes
2. Fever Reducer
3. Gel capsule
BENEFITS
1. Rapid Relief
2. Improve Health
3. Easy to swallow