1. Acquire Product Information for use in Selling
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