SEM1 1.05 A - Selling

1. SEM1 1.05 A - Selling • PE - Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer • PI – Determine sport/event features and benefits • PI – Describe factors that motivate people to participate in/attend sport/events

2. What do you see?

3. What do you see?

4. What do you see?

5. Feature and Benefit • Feature: • Describes an actual part of a product or service. • A distinctive aspect, a quality, or characteristic. • Benefit: • Describes how a product or service will directly offer a user a solution • Answers the question “What’s in it for me?”

6. Obvious Benefits and Unique Benefits • Obvious Benefits: • Easy to recognize • Example: Alloy Rims vs Factory Grade – Status Symbol • Example: 4G – Connectivity, Speed • Example: Powerful Engine – Wins NASCAR races • Unique Benefits: • Specific to the product or service • Example: Iphone 4S “Siri” – Handsfree • Example: Victoria Beckham Edition – Exclusive style • Example: http://www.youtube.com/watch?v=XymjKdXAprE

7. Hidden Benefits Hidden Benefits: • Implied but not obvious • Example: Hybrid Cars = Better gas mileage • Example: Sketchers Shape-Ups = Ergonomics • Example: NASCAR – Provided research for automobile creation and innovation • https://www.youtube.com/watch?v=kb2rVhFNe24&list=PLtc57NTUizP6AQsh-eI_nbO_q6WP6tBj-&index=4

8. Feature Benefit Selling Feature Benefit Selling • Providing product features to satisfy consumers by offering them abenefit they need or want • For every feature, there should be a corresponding benefit for a consumer • https://www.youtube.com/watch?v=z-XTEWBR6f4 • https://www.youtube.com/watch?v=kcpicxs7_vs

9. Features and Benefits for Goods and Services Service Goods Example: Golf Clubs Features: Loft, weight, graphite vs. steel, woods vs. irons Benefits: Control, durability, backspin, low score • Example: Sports Spa/Gym • Features: Massages, Yoga Classes, Weight lifting classes • Benefits: Better health, fewer injuries, better performance

10. Sources of feature/benefit information • Salesperson • Consumer Reports • Magazines/Newspaper • Company Websites • Blogs • Government Websites (ie: FDA) • Social Media • Twitter

11. What are the benefits?

12. Feature-Benefit Chart

13. Prepare a feature-benefit chart for a product

14. BIC #2 Pencil 0.9mm

15. Why do consumers buy sports products? Factors that Motivate Consumers to Purchase Sports Products: • Family/Significant Other Interaction • Enjoying the game with others • Pricing • Deals/Value/Freebies! • Marketing helps to achieve this! • Ex: Arena Football vs NFL Game • Entertainment • Important or “Big Game” • Health Benefits

16. How do we know what Consumers Want? Techniques for identifying sport/event motivators: • Surveys • Social Media • Blogs • Face to face • Focus groups • Promotions • Record the number of sales • High or low performing products

17. Describe ways that salespeople can use sport/event motivators to sell products • Sample • Discounts • Testimonials • Endorsement • Exclusive • Prestige • Patronage • People buy the same products again and again (loyalty)