Selling Strategy

Selling Strategy - Features or Benefits? You Decide Robert...

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Features or Benefits? You Decide Robert Fulton: “Sir, I have invented a boat that operates under water. Last week I tested it in the Seine and it submerged to a depth of 10 meters and sailed for 2 kilometers at a speed of 3 knots. It is operated by a hand-driven propeller and has a porthole so you can see underwater.” Napolean’s Reaction? “Not interested.”
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Features or Benefits? You Decide Robert Fulton: “Sir, do you desire to defeat the British army?” Napolean: “Yes.” Fulton: What is the one obstacle that prevents your invincible French army from smashing the British army on its own soil?” Napolean: Of course, the English Channel.” (And the British navy) Fulton: Suppose I could provide you with a way to move your soldiers across the channel in such a way that the British could not see them until they reached the English coast. Would that be of interest to you ?” Napolean: “Sold!!!”
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Features vs. Benefits: What Is Really of Interest to the Customer? Feature – a technical aspect of the product Materials used Characteristics of materials How fast the product works How much maintenance is required Size Shape Color Benefit – a definable advantage, improvement or satisfaction that the customer acquires from a feature
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Features and Benefits: A few Truisms Features do not sell themselves Benefits are not always obvious Customer wants and needs change A feature dominated competitive approach …. ….is easily imitated ….leads to the addition of unwanted/unused features ….costs money ….is not necessarily customer-driven
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Features-Benefits Inventory Product Features Customer Benefits 1. 2. _______________ 3. _______________ 1a. 1b. 1c. 2a. 2b. 3a. 3b. 3c. Which Customer? __________
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A Word on Advantage Advantage – a situation in which some aspect of the product/service is superior to competitive offerings Four Questions 1. What are features of my competitors’ products? 2. What benefits do they provide? 3. How does my company’s product compare? 4. Does the customer really care?
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The Psychology of the Sales Presentation Rapport Attention Interest Desire Conviction Resolution Action Customer Satisfaction Determines Where You Start on Your Next call
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Opening the Presentation The first part is easy…. .and often overlooked “Good morning (afternoon)” – use customer’s name if you know customer “My name is…………”
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Selling Strategy - Features or Benefits? You Decide Robert...

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