#20A - The Sales Function

Standard 20:  Explain feature/benefit selling.  Break down a selected product into the features and benefits most likely to resonate with a target population, and translate five product features into five customer benefits.

Opening Assignment

For the next few lessons we will be digging deep into the selling process.  You have been on the buyer side of selling.  Let's look at the seller side of selling.

1. You will need a sheet of paper to take the personality test by clicking on the link. 
2. Follow steps 1, 2, and 3 to determine what your MBTI score says about you.
3. On that same sheet of paper make a list of your personal strengths and weaknesses that would be necessary (helpful) in a sales career.  Be prepared to share with the class.

Open your book to page 297.  As you read through page 303, take notes over terms and concepts in the reading.

Essential Questions

1. Do you think selling is a learned or a natural skill? Why?
2. How could knowing your personal strengths and weaknesses serve to make you a more effective salesperson?
3. What other aspects of business also use the same skills that make you a successful salesperson?
4. Why is it important to be knowledgeable about the product that you are selling and its competition?
5. How important is the sales process for a business? 

In this unit students will analyze skills needed to be successful in a sales career, understand the steps involved in the selling process, and develop and deliver a sales presentation.

Selling Overview

Chapter 12.1 (page 277) 

• Purpose and Goal (quote)
• Sales Management (280)

Chapter 12.2 (p 285) Personal Selling

• Types of Sales Positions
• Steps of a sale (286)
• Customer Decision Making (287) - Extensive, Limited, Routine

Chapter 13.1 Getting Ready to Sell

Product Knowledge (297)

Industry Trends and Competition

Merchandising (298)

Feature-Benefit Selling

Today will be focusing on feature/benefit selling.  In feature benefit selling, you recognize the features of your product and determine how these features will "benefit" the customer.

Caractucus Pott is an inventor that has yet to make his fortune on any of his inventions.  Even the candy that he invented has holes in it which makes it appear as another mistake.  With the right perspective, hard candy with holes acts as a whistle!  Suddenly, the sales pitch to Lord Scrumptious is all about the fun you can have whistling while enjoying your candy...   Listen to some of the features of the candy called "Toot Sweet" and see if you hear any benefits to the customer as well.

What were the features of the product?
How could those features "benefit" the consumer?


Take a look at this jacket on display.  Lets talk about the features of each.

• basic features - the product's intended use
• physical features - tangible attributes (stitching, fabric, sizes, collar, pockets, etc.)
• extended features - intangible attributes  (reputation of brand, warranties, financing, price, extended service contracts, etc.)

When you are wanting to make a purchase of a new product that you are fairly unfamiliar with,  what kind of salesperson do you hope to find?

Exit Ticket

What is feature/benefit selling?
On your original sheet of paper, contrast how basic features, physical features, and extended product features are different.