EC
3 years ago 80
Homework.docx
GivingInformation-FeaturesBenefitsandUniqueSellingPoints.pptx
Homework.docx
Getting Information Exercise
Review the UTISC Prospect Profiles Case document (pp. 1-6) and associated product weblinks (embedded in the case doc). These documents can be found in this week’s Bb folder.
Review the product information websites and videos (see links on pg. 6)
Assume you are meeting with Production Engineer, Arden Liska (see pg. 6)
For each of the following question types, list 3 questions that you will ask to demonstrate the SPIN model of information gathering (questioning):
1. Situation Questions (asks/confirms background and facts of the current situation)
2. Problem Question (asks about problems, difficulties, or opportunities of the current situation)
3. Implication Questions (asks about the consequences or effects of the problems identified in #2)
4. Need Payoff Questions (asks for commitment to action or agreement on the value of usefulness of a potential solution)
5. How will you use the information you gathered from 1-4 above to provide a compelling reason for the customer to recommend your solution?
6. Discuss how do your answers to 1-5 above relate to the lecture or course material covered this week?
Is SPIN Selling Still Relevant?
Is SPIN Selling Still Relevant?
The SPIN model you just learned was invented 3 decades ago ... so is it still relevent?
Watch this video by the author of SPIN selling, Neil Rackham, to learn the answer.
https://youtu.be/1UlDa-OJYxE?si=knfWDR1WkO4WZwqU
image1.png
GivingInformation-FeaturesBenefitsandUniqueSellingPoints.pptx
Features & Benefits Unique Selling Points
Purpose of giving info
Helps customer differentiate in your favor between competing solutions to their problems.
2
Features
Physical characteristics, operations and actions of solutions. For example:
Automatic Duplexing
Factory Trained Service Technicians
Warranty
Features are designed into solutions because they provide benefits!
3
Benefits
The results which solutions provide to customers; things which are useful or profitable, for example:
Ease of Operation
Long-life
Low Cost
4
Efficiency / High Profit / Safety / Flexibility / Reduced Labor / Easy Operation / Reliability / Reduced Costs / Service Response / Satisfaction for their Customers / Improved End Product / Consistency / Durability
Selling Benefits
People buy for their reasons, not yours
Customers are interested in the features only in terms of the benefits they provide
Do you call an exterminator because you want toxic chemicals sprayed about your house or because you want the benefit of the chemicals: no pests?
5
6
Features/Benefits
You have to explain so customers build a mental picture of the experience … tie to their concept
Benefits customers want are understood through active listening, probing questions and observation
Lead with needs and benefits, not features
7
Customer Needs
Solutions (products & services) which fill the buyer’s requirements to maintain and/or grow his/her business
General needs of customers
Efficiency / High Profit / Safety / Flexibility / Reduced Labor / Easy Operation / Reliability / Reduced Costs / Service Response / Satisfaction for their Customers / Improved End Product / Consistency / Durability
8
9
Use your time wisely!
In the limited time you have with your customer:
Identify his/her needs
Match those needs to a feature of your solution
Describe the benefit to the customer
Features/Benefits Exercise
10
| Replacement modular unit | Automatic Exposure | ||
| Electronic Image Editing | Computer Form Feeder | ||
| Reduced Service Calls | Increased Convenience | ||
| Extended Product Life | Single Sheet Bypass | ||
| Automatic Duplexing | User/Service Diagnostics | ||
| Low Operating Cost | High Quality Copies | ||
| Easy Operation | Document Management software | ||
| Cost Savings | Revenue Enhancement |
11
Exercise: F/Bs for Copiers
Draw a line down the middle of a sheet of paper
Write features on one side & benefits on the other
In groups, complete a F/B sheet for any copier we sell: include at least one standard feature, one accessory, one service feature and one TDC feature.
Share & compare
12
Unique Selling Points
Competitive Advantage
Why are we better?
USPs have more power
Proof Sources
Models, Samples, Gifts
Guarantees/Warranties
Testimonials
Company proof results
Independent research results
Demonstrations
Quantifying the Solution
13
Practice Asking Questions
Role Play Scenario – partner up
Identify one key piece of information
Plan an initial question
Discuss what a conceptual selling questioning process and/or SPIN process might look like
14
image1.jpg
image2.jpg
image3.png
image4.png
media1.wmv
image5.png
Homework.docx
Getting Information Exercise
Review the UTISC Prospect Profiles Case document (pp. 1-6) and associated product weblinks (embedded in the case doc). These documents can be found in this week’s Bb folder.
Review the product information websites and videos (see links on pg. 6)
Assume you are meeting with Production Engineer, Arden Liska (see pg. 6)
For each of the following question types, list 3 questions that you will ask to demonstrate the SPIN model of information gathering (questioning):
1. Situation Questions (asks/confirms background and facts of the current situation)
2. Problem Question (asks about problems, difficulties, or opportunities of the current situation)
3. Implication Questions (asks about the consequences or effects of the problems identified in #2)
4. Need Payoff Questions (asks for commitment to action or agreement on the value of usefulness of a potential solution)
5. How will you use the information you gathered from 1-4 above to provide a compelling reason for the customer to recommend your solution?
6. Discuss how do your answers to 1-5 above relate to the lecture or course material covered this week?
Is SPIN Selling Still Relevant?
Is SPIN Selling Still Relevant?
The SPIN model you just learned was invented 3 decades ago ... so is it still relevent?
Watch this video by the author of SPIN selling, Neil Rackham, to learn the answer.
https://youtu.be/1UlDa-OJYxE?si=knfWDR1WkO4WZwqU
image1.png
GivingInformation-FeaturesBenefitsandUniqueSellingPoints.pptx
Features & Benefits Unique Selling Points
Purpose of giving info
Helps customer differentiate in your favor between competing solutions to their problems.
2
Features
Physical characteristics, operations and actions of solutions. For example:
Automatic Duplexing
Factory Trained Service Technicians
Warranty
Features are designed into solutions because they provide benefits!
3
Benefits
The results which solutions provide to customers; things which are useful or profitable, for example:
Ease of Operation
Long-life
Low Cost
4
Efficiency / High Profit / Safety / Flexibility / Reduced Labor / Easy Operation / Reliability / Reduced Costs / Service Response / Satisfaction for their Customers / Improved End Product / Consistency / Durability
Selling Benefits
People buy for their reasons, not yours
Customers are interested in the features only in terms of the benefits they provide
Do you call an exterminator because you want toxic chemicals sprayed about your house or because you want the benefit of the chemicals: no pests?
5
6
Features/Benefits
You have to explain so customers build a mental picture of the experience … tie to their concept
Benefits customers want are understood through active listening, probing questions and observation
Lead with needs and benefits, not features
7
Customer Needs
Solutions (products & services) which fill the buyer’s requirements to maintain and/or grow his/her business
General needs of customers
Efficiency / High Profit / Safety / Flexibility / Reduced Labor / Easy Operation / Reliability / Reduced Costs / Service Response / Satisfaction for their Customers / Improved End Product / Consistency / Durability
8
9
Use your time wisely!
In the limited time you have with your customer:
Identify his/her needs
Match those needs to a feature of your solution
Describe the benefit to the customer
Features/Benefits Exercise
10
| Replacement modular unit | Automatic Exposure | ||
| Electronic Image Editing | Computer Form Feeder | ||
| Reduced Service Calls | Increased Convenience | ||
| Extended Product Life | Single Sheet Bypass | ||
| Automatic Duplexing | User/Service Diagnostics | ||
| Low Operating Cost | High Quality Copies | ||
| Easy Operation | Document Management software | ||
| Cost Savings | Revenue Enhancement |
11
Exercise: F/Bs for Copiers
Draw a line down the middle of a sheet of paper
Write features on one side & benefits on the other
In groups, complete a F/B sheet for any copier we sell: include at least one standard feature, one accessory, one service feature and one TDC feature.
Share & compare
12
Unique Selling Points
Competitive Advantage
Why are we better?
USPs have more power
Proof Sources
Models, Samples, Gifts
Guarantees/Warranties
Testimonials
Company proof results
Independent research results
Demonstrations
Quantifying the Solution
13
Practice Asking Questions
Role Play Scenario – partner up
Identify one key piece of information
Plan an initial question
Discuss what a conceptual selling questioning process and/or SPIN process might look like
14
image1.jpg
image2.jpg
image3.png
image4.png
media1.wmv
image5.png
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