MKTG 430 Chapter 6
________ are especially critical in cases in which the customer is attempting to compare the merits of one product with another.
Performance data and specifications
________, linked to a customer's specific need, are very effective.
Specific benefits
A product benefit is ________.
whatever provides the customer with a personal advantage or gain
A product feature is ________.
data, facts, or characteristics of the product or service
________ involves measuring products and services against established standards.
Quality control
________ continues to be an important long-term business strategy for most successful companies.
Quality improvement
Quantifying the solution often involves a ________.
carefully prepared cost-benefit analysis
Some sales training suggests that salespeople need to include advantages in the sales presentation. Advantages are _____.
characteristics of the product that can be used or will help the buyer
Research indicates that the customer orientation of a firm's salespeople is influenced by the organization's ________.
culture
A general benefit shows how a feature can be helpful to a buyer, and ________.
does not relate to a specific need expressed by the buyer
A salesperson possessing product knowledge that meets or exceeds customer expectations ________.
increases sales effectiveness and willingness to pay
According to purchasing decision makers, ________ is the second "most destructive" habit that undermines the sales experience.
lack of knowledge about either products or competitors
Customized ________ agreements add value to the sale and help protect your business from the competition.
maintenance and service
Decision-making authority in the area of ________ gives the salesperson more power and responsibility.
pricing
The ________ strategy should be tailored to the customer's buying needs.
product
The product selection process is often referred to as ________.
product configuration
Successful sales presentations create value by translating ________.
product features into benefits that meet customer needs
A ________ is a well-conceived plan that emphasizes a product expert, selling specific benefits, and configuring value-added solutions.
product strategy
There are several sources of product information available to salespersons. These sources include ________.
product literature, catalogs, Internet searches, plant tours, and customer relationship management systems
A major element of product configuration is ________.
quotation management
When discussing your competitor's products, you should _____.
research the competitor's products and only talk about those facts you can substantiate
Written proposals can be defined as a specific plan of action based on the facts, assumptions, and supporting documentation included in the ________.
sales presentation
The process by which the salesperson uncovers and clarifies a customer's problem, works with the customer to create a vision of how things could be better, and then develops a plan for implementing that vision is called the ________.
selling solution
Salespeople who have knowledge of their competitor's ________ are better able to emphasize the benefits they offer and add value.
strengths and weaknesses
By being familiar with the product development history of a product, the salesperson sets the stage for a ________.
stronger sales appeal
