Knowing Your Customer

It’s a must!
Customers expect that the sales person/representative has a thorough
understanding of the products, services and / or campaigns that
they represent


There is the opportunity to learn about the product/service/campaign
that you represent in the Product Training Session that you participated in.
However, there is also the opportunity to further extend your knowledge
and understanding of the industry you represent.
Features and Benefits:
Features Tell - Benefits Sell


A Feature is a characteristic, fact or function of the product or service.
A Benefit is how the feature can be of use or provide a service for that customer.
Therefore, prior to reeling off a list of features and potential benefits of a product or service to a
prospective customer, you need to have asked some ‘framing’ or ‘qualifying’ questions. The
responses to these questions will assist you in presenting possible benefits of the product or
service to your prospect.


Sample framing or qualifying questions typically have a lead-in phrase, such as;
“Just so we can be sure this product/service is applicable to you………”
- “is the simplicity of paying your utilities bills of importance to you?”
- “do you appreciate a clean car/house?”
- “have you ever wondered what you can do to help the environment?”
- “is simplicity of operation important for you when using technology?”
Once we have an understanding of a customers needs and what is important to them, we can
present the offer and it ’s benefits in a more relevant manner.
After all, customers really want to know, what is in it for them! (W.I.I.F.M.)
Therefore;
AVOID – “This ipod is great because it has a touch sensitive screen”
REPLACE WITH: “You stated that simple operations of technology is important to you. You’ll find
the touch screen easy to use and quick to respond.”