1. Objective 2.08
Product knowledge

2. Product Information Sources
Direct experience
Company discount for salesperson to buy and use the product
Study displays
Visit the manufacturing facility

3. Written publications Manuals Warranty/guarantee Catalogs Labels
Internet
Consumer Reports

4. Other people
Co-worker ***
Manager
Corporate hotline

5. Formal training
Manufacturer's Representative (how the product is made***)
Company promotions
Daily/weekly/seasonally

6. Product Information Guidelines
Decide which features and benefits appeal to each customer.
Customers buy the benefit, not the feature.
Different customers want different benefits from the same product.
Listen, question, and observe the customer to determine customer needs and desires
You only need to explain the benefits that pertain to the current customer.

7. Features vs. benefits
Feature – a physical characteristic or quality of a product, a description of something a person can touch, feel, smell, see, or measure
Benefit – the satisfaction that a customer wants from a good or service
“what’s in it for me?”

8. Obvious or apparent benefit – easily recognizable benefit that the customer can see without much explanation
Example - “This shirt is made of cotton so it is soft and will keep you cooler in hot weather.”

9. Unique or exclusive benefit – a benefit that only comes with a particular product.
*Example – “If the pizza does not arrive within 30 minutes of when you order by phone it is free.”

10. Hidden benefit – A salesperson must explain this benefit since it is not readily visible.
*Example – “Look on the back of this watch, it has a release mechanism for changing the battery.”

11. ***quick reference for salesperson
Feature-benefit chart- a listing of a product’s features with their corresponding benefits
***quick reference for salesperson

12. YOU create a feature/benefit chart for the product of your choice.
must have at least FIVE features and corresponding benefits