SEM1 1.05 A - Selling

• PE - Acquire product knowledge to communicate features and benefits to the consumer

• PI – Determine sport/event features and benefits• PI – Describe factors that motivate people to

participate in/attend sport/events

What do you see?

What do you see?

What do you see?

Feature and Benefit

• Feature: • Describes an actual part of a product or service.• A distinctive aspect, a quality, or characteristic.

• Benefit: • Describes how a product or service will directly offer

a user a solution• Answers the question “What’s in it for me?”

Obvious Benefits and Unique Benefits

• Obvious Benefits: – Easy to recognize• Example: Alloy Rims vs Factory Grade – Status Symbol• Example: 4G – Connectivity, Speed• Example: Powerful Engine – Wins NASCAR races

• Unique Benefits:– Specific to the product or service• Example: Iphone 4S “Siri” – Handsfree • Example: Victoria Beckham Edition – Exclusive style• Example: http://www.youtube.com/watch?v=XymjKdXAprE

Hidden Benefits Hidden Benefits:

• Implied but not obvious• Example: Hybrid Cars = Better gas mileage• Example: Sketchers Shape-Ups = Ergonomics• Example: NASCAR – Provided research for automobile

creation and innovation• https://www.youtube.com/watch?v=kb2rVhFNe24&list=PLtc57NTUizP6AQsh-eI_nbO_q6WP6tBj-&inde

x=4

Feature Benefit SellingFeature Benefit Selling• Providing product features to satisfy consumers by

offering them a benefit they need or want

• For every feature, there should be a corresponding benefit for a consumer

• https://www.youtube.com/watch?v=z-XTEWBR6f4• https://www.youtube.com/watch?v=kcpicxs7_vs

Features and Benefits for Goods and Services

Service• Example: Sports Spa/Gym

– Features: Massages, Yoga Classes, Weight lifting classes

– Benefits: Better health, fewer injuries, better performance

Goods• Example: Golf Clubs

– Features: Loft, weight, graphite vs. steel, woods vs. irons

– Benefits: Control, durability, backspin, low score

What are the benefits?

Feature-Benefit Chart

Prepare a feature-benefit chart for a product

Feature Benefit

Features Benefits

Rubber Eraser -Easily erases mistakes for quick corrections.-Removable/Replaceable

Retractable 0.9mm lead -No need to sharpen-Simple “click for more lead”-Replaceable

High-Impact/ Color Plastic Body -Shatter resistant-Waterproof- Colors allow for easy identification

Side-mounted Plastic Clip -Keeps pen from rolling off flat surfaces-Allows for easy and convenient pocket storage

BIC #2 Pencil 0.9mm

Sources of feature/benefit information

• Salesperson• Consumer Reports• Magazines/Newspaper• Company Websites• Blogs• Government Websites (ie: FDA)• Social Media• Twitter

Why do consumers buy sports products?

Factors that Motivate Consumers to Purchase Sports Products:• Family/Significant Other Interaction

– Enjoying the game with others• Pricing

– Deals/Value/Freebies!– Marketing helps to achieve this!– Ex: Arena Football vs NFL Game

• Entertainment – Important or “Big Game”

• Health Benefits

How do we know what Consumers Want?

Techniques for identifying sport/event motivators:• Surveys• Social Media• Blogs• Face to face• Focus groups• Promotions• Record the number of sales– High or low performing products

Describe ways that salespeople can use sport/event motivators to sell products

• Sample• Discounts• Testimonials• Endorsement• Exclusive• Prestige• Patronage– People buy the same products again and again (loyalty)