Presentation on theme: "SEM1 1.05 A - Selling PE - Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer PI – Determine."— Presentation transcript:
1 SEM A - SellingPE - Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customerPI – Determine sport/event features and benefitsPI – Describe factors that motivate people to participate in/attend sport/events
5 Feature and Benefit Feature: Benefit: Describes an actual part of a product or serviceBenefit:Describes how a product or service will directly offer a user a solutionAnswers the question “What’s in it for me?”For every feature, there should be a corresponding benefit for a consumer
6 Define and Identify: Obvious Benefits and Unique Benefits Easy to recognizeExample: Alloy Rims vs Factory Grade – Status SymbolExample: 4G – Connectivity AvailabilityExample: NASCAR MPH wins races!Unique Benefits:Specific to the product or serviceExample: Iphone 4S “Siri” – HandsfreeExample: Victoria Beckham Edition – Exclusive styleExample: NASCAR – Safety seats – Specially made for the driver
7 Define and Identify: Hidden Benefits &Feature Benefit Selling Implied but not obviousExample: Hybrid Cars = Better gas mileageExample: Sketchers Shape-Ups = ErgonomicsExample: NASCAR – Provided research for automobile creation and innovationFeature Benefit SellingSelling style in which a salesperson relates product features to satisfy consumers offering them a benefit they need or want
10 Identify sources of feature/benefit information Consumer ReportsCompany WebsitesAngie’s ListBlogsGovernment Websites (ie: FDA)Social MediaTwitter
11 Distinguish between features and benefits for services versus those for tangible sport/event productsServiceProductExample: Sports Spa/GymFeatures: Massages, Yoga Classes, Weight lifting classesBenefits: Better health, fewer injuries, better performanceExample: Golf ClubsFeatures: Loft, weight, graphite vs. steel, woods vs. ironsBenefits: Control, durability, backspin, low score
12 Describe how to prepare a feature-benefit chart for a product Identify each featureAlign each feature with benefit(s)Keeping in mind your target market/customers
13 Prepare a feature-benefit chart for a product Teacher assigns product for students to use in filling out a chart
14 Explain the importance of understanding why people participate in/attend sports/events Target marketing – help to key on your customersAssist in market(ing) planning – where to marketEconomic analysisHealth
15 Explain the importance of understanding why people participate in/attend sports/events Significant others - A strong motivator for many people to attend sports events is their interaction with significant others, such as family members, coaches, or peers. Mark's memories of attending games with his father motivate him to take his own family to games.AffordabilityEntertainment value - There are many reasons why fans attend sporting events, and a primary factor is the entertainment value.
16 Describe techniques for identifying sport/event motivators SurveysSocial MediaBlogsFace to faceBlind samplingFocus groupsPromotions
17 Describe ways that salespeople can use sport/event motivators to sell products SampleDiscountsTestimonialsEndorsementExclusivePrestigePatronage
Your consent to our cookies if you continue to use this website.