Transcript Selling - Weebly

Selling
Helping customers make satisfying
buying decisions, which creates
ongoing, profitable relationships
Selling
By helping customers make satisfying
buying decisions, we mean…
helping: determine customer needs
and identify product features
satisfying: relating those features to a
customer benefit
feature and benefit selling
Selling
By creating ongoing, profitable
relationships, we mean…
ongoing: repeat business is crucial to
the success of a company
profitable: it is easier and less expensive
to keep current customers
happy than generate new
customers
Selling
It is often said:
“Customers do not buy products – they buy
what the products will do for them”
 Leather Shoes: appearance, easy care,
comfort, long life.
 Automobile: safe travel, gas mileage,
impress others, cargo size.
Features
Basic, physical, or extended attributes
of a product
 Tangible Product Features
Physical Characteristics of a product
color, price, auto shut-off, mileage
 Extended Product Features
Not Physical Characteristics but
important to buying decision
warranty, service policy, financing
Benefits
Advantages or personal satisfaction a
customer will get from a good or service
It is comfortable
It will get you there quickly
It is easy to lift
etc.
Feature/Benefit Chart
Selling
Feature-Benefit Selling is a three step
process:
1. Identify Customer Needs
2. Provide Product Features
3. Relate Features to a Customer Benefit
1. Identify a Need
Example: Person comes into store to buy a
snow blower. What are his needs?
A good salesperson will ask questions to
determine specific (actual) needs…
 Short one car driveway
 Sidewalk and porch
 Wet/Heavy snow two or three times / year.
2. Provide Features
 Toro CCR™ 2450 GTS® Snow Blower
20" Clearing Width
35' Throw Distance
Weight 71 lbs
 Toro CCR™ Powerlite® Snow Blower
16" Clearing Width
25' Throw Distance
Weight 37 lbs.
3. Relate Benefits
So, based on the needs we identified, which
product would provide the best benefit?
 The CCR™ Powerlite® Snow Blower:
Enough power to clear one lane drive (25’)
Small enough for side walk (16” wide)
Light weight to lift and hang (37 lbs)
Customer Satisfaction
 By HELPING relate “Features and
Benefits” to needs, the customer
makes a SATISFYING purchase
 Won’t be upset 2 months down
the road because what was
purchased will meet his NEEDS
Assignment
 Find two ads in a magazine with written
copy that describes product.
Using construction paper (front and back):
 Paste/Tape one ad on each side
 Create Table for each to Identify Features
and Related Consumer Benefits
 Identify at least three features for each.
FEATURES
1. Laser Drilled Holes
2. Fever Reducer
3. Gel capsule
BENEFITS
1. Rapid Relief
2. Improve Health
3. Easy to swallow