Portfolio 14
Marketing
2.08A
Acquire Product
Information for use in Selling

Identify sources of product information used in selling
1. The product itself
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Information on the product package
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Salespeople can try out the product
Personal use of the product gives sales confidence
2. Customers
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Satisfied customers talk to salespeople about the product
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Use testimonials while selling

Sources of product information used in selling cont’
3. Manufacturers’ brochures and publications
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Free information from the manufacturer on the product
Write the manufacturer for more information
Best source on construction and materials
4. Other sales personnel
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Use experienced salesperson advice
Ask questions of other salespeople

Sources of product information used in selling cont’
5. Promotional Materials
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Product bulletins
Catalogs
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Manuals
Making feature benefit statements using these promotional materials

Types of product information useful in selling
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Construction and materials
Appearance and style
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Unique or novel features
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Durability
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Product uses
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Service and warranty information

Occasions when product information can be used in sales presentations
1. During the merchandise approach
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Gives product information to the customer
2. During the sales presentation
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Shows features/benefits
3. During overcoming objections
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Explains the product to the customer
4. During the close of the sale
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Reminds customer of features and benefits

Guidelines when acquiring product information
Decide which features and benefits appeal to each customer
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Customers buy benefits, not features
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Different customers want different benefits
Listen, question, observe
Only explain benefits that pertain to the current customer

Guidelines when acquiring product information
Explain appropriate features and benefits
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Emphasize and or demonstrate benefits to customer
Use descriptive phrases
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Explain technical benefits so they understand
Make sure customers know the benefits because benefits sell!

Guidelines when acquiring product information
Evaluate customer reactions
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Observe customer reaction
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Move to another benefit or continue based on reaction
Before moving on, question further in order to clarify benefits