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CHAPTER6CreatingProductSolutions
LearningObjectivesExplaintheimportanceofdevelopingaproductstrategyDescribeproductconfigurationIdentifyreasonswhysalespeopleandcustomersbenefitfromthoroughproductknowledgeCopyright?2010PearsonEducation,Inc.PublishingasPrenticeHall
LearningObjectivesDiscussthemostimportantkindsofproductandcompanyinformationthatsalespeopleuseincreatingproductsolutionsDescribehowknowledgeofcompetitionimprovespersonalsellingListmajorsourcesofproductinformationCopyright?2010PearsonEducation,Inc.PublishingasPrenticeHall
ProductStrategyDefined “Theproductstrategyisawell-conceivedplanthatemphasizesingaproductexpert,sellingbenefits,andconfiguringvalue-addedsolutions.”Copyright?2010PearsonEducation,Inc.PublishingasPrenticeHall
Strategic/Consultative
SellingModelCopyright?2010PearsonEducation,Inc.PublishingasPrenticeHallFIGURE6.1
SellingSolutionsAremutuallysharedanswerstorecognizedcustomerproblemsAremorepassing thanspecificproductsProvidemeasurable resultsRequireagreater efforttodefineanddiagnosethecustomer’sproblemsCopyright?2010PearsonEducation,Inc.PublishingasPrenticeHall
TailoringtheProductStrategyTransactionalBuyersConsultativeStrategicAllianceStandardorgenericitemsHiddenfeaturesHighcostimportanceUnderstandtheirownproductneedsDifferentiatedchoicesLimitedsubstitutabilityProductcanbeeasilysubstitutedCustomizableCopyright?2010PearsonEducation,Inc.PublishingasPrenticeHallTheproductstrategyshouldbetailoredtothecustomer’sbuyingneeds:
BUSCHCopyright?2010PearsonEducation,Inc.PublishingasPrenticeHallSeethe
Website
ExplosionofProductOptionsDomesticandglobalmarketsoverflowingMorethan30,000consumerproductsareturnedouteachyearThegoodnewsis:buyershaveachoiceThebadnewsis:w
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