Selling

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
relating those features to a customer benefit
satisfying
feature and benefit selling
3
Selling

• By creating ongoing, profitable relationships, we
  mean

ongoing
repeat business is crucial to the success of a
company
it is easier and less expensive to keep current
customers happy than generate new customers
profitable
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.
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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

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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.

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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.

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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)

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Customer Satisfaction

• By HELPING relate Features and Benefits to
  needs, the customer makes a SATISFYING purchase
• Wont be upset 2 months down the road because
  what was purchased will meet his NEEDS

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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.

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