C HAPT E R
6
Creating Product Solutions
C HAPT E R
6
Learning Objectives
• Identify the reasons why salespeople
and customers benefits from thorough
product knowledge
• Discuss the most important kinds of
product and company information that
salespeople use in creating product
solutions
• Explain the importance of developing a
product strategy
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C HAPT E R
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Learning Objectives
• Describe how knowledge of competition
improves personal selling
• List major sources of product
information
• Explain the difference between product
features and buyer benefits
• Demonstrate how to translate product
features into buyer benefits
6-3
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C HAPT E R
6
Strategic/Consultative Selling Model
Strategic Step
Prescription
Develop a Personal
Selling Philosophy
Value Personal Selling
Adopt Marketing Concept
Become a Problem Solver/Partner
Develop a
Relationship
Strategy
 Project positive, professional image
 Practise communication-style flexing
 Behave ethically
Develop a Product
Strategy
•Become a product expert
•Sell benefits
•Configure value-added solutions
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Product Strategy is . . .
a well-conceived plan that
emphasizes acquiring extensive
product knowledge, learning to
select and communicate
appropriate product benefits that
will appeal to the customer, and
positioning the product.
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C HAPT E R
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Product Configuration is . . .
If the customer has complex buying needs,
then the salesperson will perhaps have to
bring together many different parts of the
company’s product mix to develop a
custom-fitted solution. The product
selection process is often referred to as
product configuration.
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Written Proposals may include
•
•
•
•
•
Budgets and overviews
Objectives
Specific Strategies
Schedules for implementation
Rationales for taking action now!
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C HAPT E R
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Becoming a Product/Service
Expert
• Know the product and
quality improvement
processes.
• Know performance data
and specifications.
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Becoming a Product/Service
Expert (Continued)
• Know about your product’s
maintenance and service contracts.
• Know your product’s pricing and
delivery policies.
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Know your Company
• Company culture and organization
• Company support for your product
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C HAPT E R
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Know Your Competition
• Your attitude toward competition.
• Become an industry expert.
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C HAPT E R
6
Dealing with Competition
• Try not to refer directly to the
competition during the presentation.
Focus on your product or service merits.
• If discussing competition, have your
facts right!
• Avoid criticizing the competition.
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C HAPT E R
6
Sources of Product Information
•
•
•
•
•
Product/Service Literature
Sales Training
Plant Tours
Internal Sales Support Teams
Customers
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Sources of Product Information
(Continued)
• The Product or Service
• Internet
• Publications
–www.cdngrocer.com
–www.consumerreports.org
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C HAPT E R
6
Sell Benefits, Not Features
A product feature is anything that a
customer can feel, see, hear, taste,
smell, or measure to answer the
question, “What is it?” Features
include things such as
craftsmanship, durability, design,
and economy of operation.
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C HAPT E R
6
Sell Benefits, Not Features
A product benefit is a feature that
provides the customer with
personal advantage or gain. This
usually answers the question, “How
will the customer benefit from
owning or using the product?”
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C HAPT E R
6
Using Bridge Statements
A bridge statement is a transitional phrase
that connects a statement of features
with a statement of benefits.
This method permits customers to
connect the features of your product to
the benefits they will receive.
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C HAPT E R
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Convert Features to Benefits
Salespeople employed by a hotel can enhance the sales presentation by converting features to
benefits.
Feature
Benefit
Facilities
• Our hotel conference rooms were
recently redecorated.
• Our rooms were completely redecorated
this year and many are now designated
non-smoking.
Food Services
• We offer four different banquet entrées
prepared by our executive chef, who was
recently selected Chef of the Year by the
Canadian Federation of Chefs and Cooks.
• Our hotel offers 24-hour room service.
•Which means all your meetings will be
held in rooms that are attractive and
comfortable.
•Which means your people will find the
rooms clean and attractive. In addition,
those who wish can select a non-smoking
room.
•Which means your conference will be
enhanced by delicious meals served by a
well-trained staff.
•Which means your people can order food
or beverages at their convenience.
6-18
Copyright2004 Pearson Education Canada Inc.