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2. A general benefit shows how a feature can be helpful to a buyer, but it does not relate
to a specific need expressed by the buyer.
3. Benefit statements linked to the customer’s expressed need are especially effective in
1. Some sales training programs suggest that salespeople need to include advantages in
the sales presentation.
2. Advantages are characteristics of the product (features) that can be used or will help
the buyer.
3. When advantages are included in a presentation without a customer asking for them,
the advantage can be described as a general benefit.
4. Successful salespeople focus on specific benefits that relate to an explicit need
1. One of the best ways to present benefits is to use a bridge statement.
2. Successful salespeople focus on specific benefits that relate to an explicit need
expressed by the customer.
3. A bridge statement is a transitional phrase that connects a statement of features with
a statement of benefits.
4. Permits customers to connect the features of your product to the benefits they receive.
H. Identify features and benefits.
1. Create feature-benefit analysis:
a. A careful analysis of the product helps identify both product features and buyer
benefits.
1. Knowing your product is essential to good selling, but concentrating on product alone
can be a serious mistake.
2. To avoid overloading the customer with product data, often described as a “data
dump, stay focused on the customer’s needs.
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END-OF-CHAPTER ACTIVITES
Included in this section are answers to selected end-of-chapter exercises. Answers are
provided for all review questions, application exercises, and case problems. Also, a brief
description of each role-play is provided.
Not included in this section are answers to the Regional Accounts Management Case
Regional Accounts Management Case Study.
Also not included in this section are answers to exercises related to Appendix 3:
“Partnership Selling: A Role–Play/Simulation.” Answers, forms, and instructions related to
titled Traditional Role Play Exercises and Forms.
Key Terms
Product strategy, p. 117: Product strategy is a well-conceived plan that emphasizes becoming a
product expert, selling specific benefits, and configuring value-added solutions (Figure 6.1)
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Feature, p. 128: A feature is data, facts, or characteristics of your product or service. Features
often relate to craftsmanship, design, durability, and economy of operation.
Feature dump, p. 128: A feature dump consists of talking about the great things product X or
service Y has without enabling a customer to see what it means to him or her.
Benefit, p. 128: A benefit is whatever provides the customer with a personal advantage or gain.
Advantages, p. 128: Advantages are characteristics of the product (features) that can be used or
will help the buyer.
Bridge statement, p. 128: A bridge statement is a transitional phrase that connects a statement
of features with a statement of benefits.
MyMarketingLab
To complete the problems with the * in your MyLab, go to the EOC Discussion Questions.
ANSWERS TO REVIEW QUESTIONS
6.1 Provide a brief description of the term product strategy.
The product strategy is a well-conceived plan that emphasizes acquiring extensive product
6-2 Distinguish between product features and buyer benefits.
A feature is anything about a product that you can feel or touch, see or measure, and that
6-3 What is “product configuration”? Provide an example of how this practice is used in the
sale of commercial stereo equipment.
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6-4 Review the GEAR for Sports statement of values and then identify the two items that you
believe contribute the most to a salesperson’s career success.
6-5 Define the term organizational culture. How might this company information enhance a
sales presentation?
Organizational culture is a collection of beliefs, behaviors, and work patterns held in
6-6 Basic beliefs underlie the salesperson’s method of handling competition. What are four
guidelines a salesperson should follow in developing basic beliefs in this area?
6-7 Explain what the customer’s expectations are concerning the salesperson’s attitude
6-8 List and briefly describe the five parts included in most written sales proposals.
Most proposals include the following parts:
6-9 What are the most common sources of product information?
SUGGESTED ANSWERS FOR APPLICATION EXERCISES
6-10. This exercise emphasizes the conversion of features into benefits. Have the students use a
form similar to Table 6.2 in Chapter 6. (Note: In a group discussion, you may want to have
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Copyright © 2018 Pearson Education, Inc.
6-11. Encourage students to carefully study one of the providers. Have students print and
submit the information they chose to review.
6-12. The objective of this exercise is to make the student consciously aware of the amount of
ROLE-PLAY EXERCISE
Prior to this role-play, students will need to prepare a sales proposal. The information
needed can be found in Appendix 3. During the role-play, the students should review all of the
important features and convert each feature to a buyer benefit.
SOLUTION FOR THE CASE PROBLEM
1. Amy can use the three prescriptions for a product selling strategy by being a product expert
(understanding all the different ad configurations she can offer her customers), selling
2. Amy focuses on benefits related to the reader base of TexasMonthly and the ways in which
3. Price is always a likely objection. Also, the marketing director may have concerns over the
need for an entire four-page color ad. It may be difficult to believe that paying for a four–
4. This information is very important. The prospect wants to know what types of people will be