1. SEMI 1.05
Acquire Product Knowledge to communicate Product Benefits and to Ensure Appropriateness of product for the consumer.

2. Terms Benefit: An advantage consumers receive from using a product
Feature: A fact or characteristic of the product
Feature-Benefit Chart: A list that may be arranged alphabetically to show product features and corresponding benefits
Feature-Benefit Selling: Convincing customers that a product has the features that will provide the benefits for which they are looking
Hidden Benefit: Advantage of product not recognizable unless pointed out by salesperson
Obvious Benefit: Advantage of product that is apparent, plain to see, easily recognizable
Unique Benefit: Exclusive, the only one of its kind; a benefit competitor’s good or service does not possess

3. Sources of Feature/Benefit Information
The product itself
Customers
Manufacturer’s brochures and publications
Other sales personnel
Promotional materials

4. Examples of Obvious or Apparent Benefit
NFL shirt
Color
Sleeve length
Team
Baseball bat
Wood or metal
Barrel diameter
Handle thickness
Taper

5. Example of Unique or Exclusive Benefit
Exclusive access and concert tickets with an American Express card
Bench seats for the Globetrotters
Sideline passes for Super Bowl
Neck brace/safety seats for NASCAR drivers
Kentucky Derby parties for owners and stable employees

6. Example of a Hidden Benefit
NASCAR provides research for car creation and innovation
Unlimited car service with a black American Express card
Tennis racquet made from 100% recycled material
NFL pajamas are 100% organic cotton and have double-stitched seams

7. Feature and Benefits Services Tangible Sport/Event
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

8. Describe How To Prepare A Feature-Benefit Chart For A Product
List all the product’s features on the chart.
Begin with the ones that a customer or client will see first.
Then, list the less-obvious or hidden features of the product.
For each feature that you’ve identified, ask yourself, “What does this mean for the customer?”
Write each benefit beside its feature.

9. Feature Benefit Chart

10. It’s Important to Understand Why People Participate In/Attend Sports/Events
Understanding motivations, or the "internal factor that arouses, directs, and integrates a person’s behavior" leads to better planning and marketing of festivals and events, and better segmentation of participants
Target marketing – help to key on your customers
Assist in market(ing) planning – where to market
Economic analysis
Health
Significant Others
Affordability
Entertainment Value

11. Techniques For Identifying Sport/Event Motivators
Surveys
Social Media
Blogs
Face to face
Blind sampling
Focus groups
Promotions
Interviews
Observations or research based on customer's feedback of the events. Motivators: Fan Motives (loyal fans), Host-destination (travel motivators (where the event is held) and Entertainment value (including the festivities around the event)

12. Ways That Salespeople Can Use Sport/Event Motivators To Sell Products
Sample
Discounts
Testimonials
Entertaiment
Endorsement
Exclusive
Prestige
Patronage (brand loyal)
Fan Identification
Interaction with significant others, such as family members, coaches, or peers.
Game attractiveness
Value of the event
Arena Football $15!!!
Stadium Factors
Value of the sport to the community