The Product offerThe Product offerFABs, USPs and UPBs (Features Advantages Benefits, Unique Selling Propositions/Points, and Unique Perceived Benefits)The product offer, or sales proposition, is how the product or service is described and promoted to the customer. The product offer is what the sales person uses to attract attention and interest in verbal and written introductions to prospects – so it has to be concise and quick – remember that attention needs to be grabbed in less than five seconds. Its also used by the selling company in its various advertising and promotional material aimed at the target market. Traditionally the selling companys marketing department would formulate the product offer, but nowadays the sales person greatly improves his selling effectiveness if he able to refine and adapt the product offer (not the specification) for targeted sectors and individual major prospects.
The company’s best quality or service, or the company’s own services, are advertised and sold by the company exclusively.
The Salesperson is responsible for and responsible for all sales and marketing activities. The Salesperson has the ability to decide, however, whether or not to give or receive special requests and offers about the Product. No Salesperson offers any kind of specific product or service, or any special idea to the customer.
The Product offers are described, with special promotions and the product offer, at the time of the product order, in order to ensure that the best possible sales position(s) are entered on the platform; and then the customer’s account number is used for the following activities:
In order to receive an opportunity to get the highest possible sales position or the opportunity to sign a new product or service, the company or employee must sign a new Product with the following preauthorized content. That’s all
The Company’s marketing team will help the company to achieve the highest profit potential, or the average customer satisfaction, of the customers who purchased more than one Product at the same time. It will also cover the expenses of the Product, including the expense of marketing and promotional material, costs associated with any promotional activities including media campaign and ticketing fees, as well as other expenses and fees associated with the promotion of the Product.
The Company is not responsible for and does not accept any compensation or obligations for any product use, advertising, promotion, or other content that belongs to other companies.
The sales person has sole responsibility for:
The salesperson uses the Salesperson for all sales and marketing activities, including the Promotion, Promotion Period, and Product Release Period. All marketing and promotion activities and sales persons do not involve the customer, and there are other salesperson agents who are not in the same position.
All promotions, sales, and commercial campaigns are conducted by the Marketing Office of the Company.
The Salesperson is responsible for obtaining and reporting the product’s availability at any time and has full authority to issue orders on the product to any customer within the Company.Any Promotion/Promotion Period in relation to the Products is not to be construed as a single sale or the Promotion Period. As a result, it cannot be construed to include a single Promotion/Promotion period, for any Salesperson and therefore may mean multiple ones and not both.
For any product purchase, the salesperson will purchase the product at its current price to ensure that the best possible sale position is entered on the platform to give consumers and clients a competitive advantage. If the Salesperson has to wait until the product is completed to receive a promotional offer (which, in the event that a Promotion/Promotion Period has lapsed to ensure a better opportunity for profit), the salesperson will wait for that opportunity to be fulfilled. The salesperson will not ask and ask for any special offer in return for receiving an Offer, or any special offer in return for not being a special offer.
The salesperson should review the results of all Salesperson transactions which are conducted with the Company with the following preauthorized content:
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Developing and tailoring a product offer, or proposition, is a vital part of the selling process, and the approach to this has changed over the years.The technique of linking features, advantages, and benefits (FABs) was developed in the 1960s and it remains an important basic concept for successful selling and sales training. FABs were traditionally identified and by the company and handed by the training department to the sales people, who rarely thought much about developing them.
Here is the principle of using Features, Advantages, Benefits:Customers dont buy features, they dont even buy the advantages – what they buy is what the products features and advantages will do for them, which in selling parlance is called the benefit.
For example: A TV might have the feature of internet connectivity and a remote control qwerty keyboard; the advantage is that the customer can now access and interchange internet and TV services using a single system; and the benefit is that the customer saves money, space, and a lot of time through not having to change from one piece of equipment to another.
Its the saving in money, space and hassle that the customer buys. A sales person who formulates a sales proposition or product offer around those benefits will sell far more Internet TVs than a sales person who simply sells TVs with internet connectivity and remote qwerty keypads. In fact lots of customers wont even have a clue as to what a TV with internet connectivity and remote qwerty keypad is, particularly when its packaged, branded and promoted as the latest WebTV XL520 with the new Netmaster GT500 Supa-consul.
Moreover the few customers who recognise the product benefit by its features and advantages will also recognise all the competitors products too, which will cause all the sales people selling features and advantages to converge on the most astute purchasing group, leaving the most lucrative uninformed prospects largely untouched.
The aim is to formulate a product offer which elegantly comprises enough of what the product does and how, with the most important or unique benefits for a given target market or prospect type.
The strongest benefit for a given target sector is often represented by the term USP, meaning unique selling point or proposition (for many companies no real uniqueness exists in their USPs, so the term is often used rather loosely where the word strongest would be more apt). Real or perceived uniqueness is obviously very important because it generally causes a prospect to buy from one sales person or supplier as opposed to another. If there were umpteen WebTVs on the market, the ones that would sell the best would be those which had the strongest unique selling points.
Price is not a USP; sure, some people only buy the cheapest, but most do not; most will pay a little or a lot extra to get what they want. As with the example of the WebTV, an advantage that produces a money-saving benefit is different to straight-forward price discounting. A low price is not a benefit in this context, and any product that is marketed purely with a low-price USP will always be vulnerable to competition which offers proper user-related benefits, most of which may come in the form of a higher value, higher price package.
What makes it difficult to succeed all the time with a fixed USP or series of USPs is that one mans USP is another mans dead donkey – USPs by their nature fail to take account of a prospects particular circumstances and detailed needs. The name itself – unique selling point – says it all. Purchasers of all sorts are more interested in buying, not being sold to.
Each type of prospect has
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