1. Portfolio 14 Marketing 2.08A Acquire Product Information for use in Selling

2. Identify sources of product information used in selling 1. The product itself  Information on the product package  Salespeople can try out the product  Personal use of the product gives sales confidence 2. Customers  Satisfied customers talk to salespeople about the product  Use testimonials while selling

3. Sources of product information used in selling cont’ 3. Manufacturers’ brochures and publications  Free information from the manufacturer on the product  Write the manufacturer for more information  Best source on construction and materials 4. Other sales personnel  Use experienced salesperson advice  Ask questions of other salespeople

4. Sources of product information used in selling cont’ 5. Promotional Materials  Product bulletins  Catalogs  Manuals  Making feature benefit statements using these promotional materials

5. Types of product information useful in selling  Construction and materials  Appearance and style  Unique or novel features  Durability  Product uses  Service and warranty information

6. Occasions when product information can be used in sales presentations 1. During the merchandise approach  Gives product information to the customer 2. During the sales presentation  Shows features/benefits 3. During overcoming objections  Explains the product to the customer 4. During the close of the sale  Reminds customer of features and benefits

7. Guidelines when acquiring product information Decide which features and benefits appeal to each customer  Customers buy benefits, not features  Different customers want different benefits  Listen, question, observe  Only explain benefits that pertain to the current customer

8. Guidelines when acquiring product information Explain appropriate features and benefits  Emphasize and or demonstrate benefits to customer  Use descriptive phrases  Explain technical benefits so they understand  Make sure customers know the benefits because benefits sell!

9. Guidelines when acquiring product information Evaluate customer reactions  Observe customer reaction  Move to another benefit or continue based on reaction  Before moving on, question further in order to clarify benefits