Professional Selling & Sales Management Product Features & Benefits Deconstruction Essay
Professional Selling & Sales Management Product Features & Benefits Deconstruction and Creation of a ‘Silent Seller’ You are required to do this assignment if you failed assignment 1 Briefing Sheet for Assignment 1 Analytical Step 1. Select any single tangible product OR intangible service of your choice. 2. Secure a brochure or download other product information from the web. 3. Make a list of what you consider to be the most important product features. In this context the ‘cutting & pasting’ of narrative information from your source material is allowed. 4.
Link your list of features each with a corresponding benefit to form feature / benefit pairs. This analysis and listing will be captured in a Powerpoint slide (refer to slide templates). 5. Perform a ‘benchmark’ comparison between your selected product and either a named single competitor or with similar competitor products in general. Be sure to provide a clear notation of your selected product’s benchmarking as either ‘o’ (equivalent), ‘+’ (better than), or ‘-‘ (worse than)you comparator. Your benchmarking comparison will also be captured in a Powerpoint slide (refer to slide templates). Silent Seller Narrative . Create a general equivalence statement based on your ‘o’s. 7. Create a specific recommendations statement based on your ‘+’s. 8. Highlight which potential objections have been identified based on your ‘-‘s. 9. Create statement/s as to how you intend to deal with potential objections. Collectively, your silent seller narrative will be captured in a Powerpoint slide (refer to slide templates). Source Material 10. Examples of your source material should be submitted along with your Assignment. So Would I Buy one? 11. The overall level of convincingness of your rationale and recommendation will also be assessed.
Mark Allocation 12. Marks will be awarded on the following basis: – Slide 1. Your name; your Kingston I. D. number; the name of your chosen product; the name of your benchmark comparator. – Slide 2. Your feature / benefit pairs analysis (25%). – Slide 3. Your benchmark comparison analysis (25%). – Slide 4. Your silent seller narrative (50%) of which the equivalence statement (10%), the recommendations statement (10%), innovation in handling potential objections (20%) and general level of convincingness of your rationale (10%). Submission deadline: 12 noon on Friday 23 August 2013