PROFESSIONAL SELLINGGOLDENCHAPTER 6

1
PRODUCT STRATEGY Well conceived plan that
emphasizes becoming a product expert, selling
benefits, and configuring value added solutions.
2
BECOMING A PRODUCT EXPERT

• Product Development and Quality Improvement
  Processes
• Performance Data and Specifications
• Maintenance and Service Contracts
• Price and Delivery
• Quantify the Solution!

3
KNOW YOUR COMPANY

• Company Culture
• Company Support

4
KNOW YOUR COMPETITION

• Attitude
• In most cases do not refer to the competition
• Never discuss the competition unless your facts
  are straight
• Avoid criticism
• Become an Industry Expert

5
CAN ONE BE OVERPREPARED???
6
FEATURE-BENEFIT STRATEGY

• Product Feature Anything felt, seen, or
  measured.
• Product Benefit Provides the customer with
  personal advantage or gain.
• BRIDGE STATEMENTS AND FEATURE-BENEFIT
  WORKSHEETS!

7
M.C. BRIDGE STATEMENT FUN!
FEATURE
BENEFIT
Small Classes.?????
Liberal Arts School....?????
Beautiful Scenery...?????
Plus Program...?????
Greek Organizations...?????
Hanging out with ________________________????
?