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WF SEM I 1.05 A - Selling PE - Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer PI.

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Presentation on theme: "WF SEM I 1.05 A - Selling PE - Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer PI."— Presentation transcript:

1 WF SEM I A - Selling PE - Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer 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 Benefit: Describes how a product or service will directly offer a user a solution Answers 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 recognize Example: Alloy Rims vs Factory Grade – Status Symbol Example: 4G – Connectivity Availability Example: NASCAR MPH wins races! Unique Benefits: Specific to the product or service Example: Iphone 4S “Siri” – Handsfree Example: Victoria Beckham Edition – Exclusive style Example: NASCAR – Safety seats – Specially made for the driver

7 Define and Identify: Hidden Benefits &Feature Benefit Selling
Implied but not obvious Example: Hybrid Cars = Better gas mileage Example: Sketchers Shape-Ups = Ergonomics Example: NASCAR – Provided research for automobile creation and innovation Feature Benefit Selling Providing product features to satisfy consumers by offering them a benefit they need or want

8 Feature-Benefit Chart

9 Feature-Benefit Chart Example

10 Identify sources of feature/benefit information
Consumer Reports Company Websites/ Product Manuals Angie’s List Blogs Government Websites (ie: FDA) Social Media (Twitter, FB, Instagram, SnapChat, Pinterest)

11 Distinguish between features and benefits for services versus those for tangible sport/event products Service Product 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

12 Describe how to prepare a feature-benefit chart for a product
Identify each feature Align each feature with benefit(s) - Each feature has at least one benefit to the customer 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 customers Assist in market(ing) planning – where to market Economic analysis Health

15 Describe techniques for identifying sport/event motivators
Surveys Social Media Blogs Face to face Blind sampling Focus groups Promotions

16 Describe ways that salespeople can use sport/event motivators to sell products
Sample Discounts Testimonials Endorsement Exclusive Prestige Patronage

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