现代销售学创造顾客价值版32794 manning 11e.pptx

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现代销售学创造顾客价值版32794 manning 11e.pptx

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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