#20 Feature/Benefit Selling

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.



Today we are continuing our unit on SELLING! We will be looking at preliminary activities in which a sales person is involved.

 

Bellwork

Take notes while reading pages 297 through page 302

Feature/Benefit Selling

Who in our class has had a job? Was there a big learning curve to remember all the things you learned in training?

You will need to know about:

• Your product
• Industry Trends and Competition
• Merchandising

Feature/Benefit Selling is matching characteristics of a product to a customer's needs and wants. A customer buys a product because of what it will do for them, how it will make their life better.  A good salesperson is able to help the customer see how their life will be improved with the purchase of the product through feature/benefit selling.

Product Features

• Basic features
• Physical features
• Extended product features are what really sells the product as we talked about above.  These are the benefits that will improve the customer's life, called selling points. (See the two situations on page 302)

 

Advantages

Sales personnel must also be aware of the competition so they can emphasize the advantage your product has over the competition.

Customer Buying Motives

Determining the buying motives of potential customers will enhance the features/benefits that should be emphasized when presenting a product.

• Rational motives
• Emotional motives
• Patronage motives

Class Practice:  Can we differentiate features / benefits? 

Take any product and list 5 features of that product.
Now take those features and come up with ways that those 5 features make a customer's life better.

iphone 6 - Features (5)

Group Practice

In groups of 3 select 1 product and list at least 6 features on chart paper and list the benefits of each feature.  Be prepared to share with the class.

Individual Evidence

Complete the worksheet provided.  For each product find 3 features and how each feature can benefit a buyer.  Be sure to list basic, physical, and extended features for each.   Use this format!

Wrap it UP!

Answer questions 1-3 on page 305.  Use complete sentences.  Label paper clearly and turn in by the end of the period.