Portfolio 14 Marketing 2.08AAcquire Product Information for use in Selling

Identify sources of product information used in selling

1. The product itself Information on the product package Salespeople can try out the product Personal use of the product gives sales

confidence

2. Customers Satisfied customers talk to salespeople

about the product Use testimonials while selling

Sources of product information used in selling cont’3. Manufacturers’ brochures and publications

Free information from the manufacturer on the product

Write the manufacturer for more information Best source on construction and materials

4. Other sales personnel Use experienced salesperson advice Ask questions of other salespeople

Sources of product information used in selling cont’

5. Promotional Materials Product bulletins Catalogs Manuals Making feature benefit statements using

these promotional materials

Types of product information useful in selling

Construction and materials

Appearance and style Unique or novel features Durability Product uses Service and warranty

information

Occasions when product information can be used in sales presentations

1. During the merchandise approach Gives product information to the customer

2. During the sales presentation Shows features/benefits

3. During overcoming objections Explains the product to the customer

4. During the close of the sale Reminds customer of features and

benefits

Guidelines when acquiring product informationDecide which features and benefits appeal to each customer

Customers buy benefits, not features Different customers want different

benefits Listen, question, observe Only explain benefits that pertain to the

current customer

Guidelines when acquiring product informationExplain appropriate features and benefits

Emphasize and or demonstrate benefits to customer

Use descriptive phrases Explain technical benefits so they

understand Make sure customers know the benefits

because benefits sell!

Guidelines when acquiring product informationEvaluate customer reactions

Observe customer reaction Move to another benefit or continue

based on reaction Before moving on, question further in

order to clarify benefits