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
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