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Location: The Product Management

In the previous article we said that sellers, the sales situation is defined when there are three elements present: a seller, a product that is offered and a client who is supposedly interested in purchasing. In this article we will discuss the second element: the product

THE PRODUCT. What do we sell? What you sell, not products or services themselves, you do not sell it. What you sell is a set of benefits that the customer perceives is the product or service. This is what the customer thinks is important to know what service or product. Each product or service has value to someone. The value is not in the product, is in the mind of the person in need. The salesperson's job is to help identify that value. Take one example, a fruit that Joseph likes, dislikes, John, and that does not mean that the fruit that he likes to Joseph is bad.

What

really sells is the value of the product to the customer, various functions of the product, what it does, how it can help the customer. Many times, vendors leave out this aspect: they think the product should sell itself. It is a crass error that is incurred because, even to sell a Mercedes or a fine gem, you need a seller, but professional, who have been trained, who has cultivated his skills and his natural mischievousness.

What is the product or service is directly related to the manner to which we must appeal for presentations or demonstrations. Some ways of presenting solutions to customers are more persuasive than others, increasing the likelihood of closing the sale. The power of persuasion in sales is related to the elements we use to describe the services or products. The service description can be made using the features, advantages and benefits.

Features .- are facts, data or information "technical" about the product or service, are neutral and inert. There are persuasive, do not contribute much to succeed in the sales presentation. Example. "The sales course we're going to make runs for 20 hours."

.- Advantages indicate how a product or service or any feature of it, may be used or help the customer. Persuade rather than the features. Can be expressed as follows: "Thanks a. .. (Mentioned the property) you can ...". Example. "With its night time, the course lets you study without jeopardizing their jobs."

.- Benefits indicate how a product or service meets a need expressed by the customer. The benefits are the most persuasive way to present a product or service because it is directly related to the desire of the client and, because they generate mental representation on the client how you will feel after purchasing the product or service. It is worth mentioning that if you have not known, initially, to identify customer needs and has failed to mention that he himself may not use the benefits Example. "This sales course, responds to their stated desire to study exclusively the weekends, twice a month."

Well, what you sell, for example, your organization or company to its customers: courses or updating, training, professionalism, etc..? You need to answer himself, agreeing obviously the marketing department of your company. So, do not sell products or services, sell benefits.