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feature benefit & buying motives

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PRESENTATION OUTLINE

1.

IN THE BEGINNING

THERE WAS SALES
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2.

SALESPEOPLE

  • Need to do their homework
  • Research what you're selling
  • Research industry trends
  • Research competition
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3.

FEATURE-BENEFIT

MATCH PRODUCT CHARACTERISTICS WITH CUSTOMER NEEDS
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4.

FEATURES

ATTRIBUTES OF THE PRODUCT/PURCHASE
Photo by Elaine Vigneault
5.

FEATURES

  • Basic
  • Physical
  • Extended
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6.

BASIC FEATURE

ITS INTENDED USE > CAR FOR TRANSPORTATION
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7.

PHYSICAL FEATURES

TANGIBLE ATTRIBUTES > CLOTHING, TYPE OF FABRIC
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8.

EXTENDED FEATURES

INTANGIBLE ATTRIBUTES > REPUTATION, WARRANTY, PRICE
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9.

BENEFITS

ADVANTAGES/SATISFACTION GAINED FROM PRODUCT
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10.

SELLING POINTS

USE FEATURES TO EXPLAIN BENEFITS
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11.

BUYING MOTIVES

REASONS A CUSTOMER BUYS A PRODUCT
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12.

BUYING MOTIVES

  • Rational
  • Emotional
  • Patronage
  • Mixed
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13.

RATIONAL

CONSCIOUS LOGICAL CHOICE FOR A PURCHASE
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14.

EMOTIONAL

FEELING YOU GET THROUGH AN ASSOCIATION W/A PRODUCT
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15.

PATRONAGE

REASONS FOR REMAINING LOYAL TO A COMPANY
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16.

MIXED

BUY A CAR TO DRIVE, LUXURY CAR FOR LOOKS/PRESTIGE
Photo by Ben Grader

Rachel Kahly