Benefits, needs selling

Linking customer needs or site problems to the key points of the vendor product/service through the provision of features and benefits. The features of a product/service are often described in a product data sheet, equipment bulletin, or menu of available services. They can be linked to customer needs as part of the mechanism for resolving those needs. However, on their own, features are of little real interest. What is required is for the seller to provide a description or demonstration of how the product features can be used to solve the buyer s problems or meet customer needs (selling benefits). Customers will buy only those items that can be clearly... 

Showcasing is one of the best techniques for expanding implementation time. The quality council can be used to develop and implement a sure thing TQM implementation project. We are attempting to demonstrate the successes of an organizationwide TQM implementation. In the United States, where short-term, quick benefits need to be demonstrated, showcasing becomes a critical part of TQM s selling job. 

Once you have a basic idea of who your audience is and what their priorities are, the second step in a selling situation is to match the benefits of your "product"—in this case, PSM—to their needs. 

An American Salt Company plant and the Dow Chemical Company s Midland plant also benefit directly from each other s presence. Dow found that after recovering bromine from brine it had more salt left than it desired. American Salt needed salt. By locating next to Dow s plant it was able to buy this salt stream for less than it would cost to mine it or pump it from natural underground reservoirs. In turn, Dow was able to sell an unwanted stream that it would otherwise have had to pump back into the ground. The American Salt plant is typical of many satellite plants. These are plants that either use a by-product or a waste stream from another plant or are built mainly to supply a needed chemical to an adjacent plant. The nearby presence of another plant determines their location. 

We must be cautious about what conclusions we draw from new research on polyphenols in relation to superfruits. The polyphenol class as a whole is a highly productive research topic in food and medical science. While scientists are continually adding to what we know about the possible impact of these plant compounds on human health, we need to be wary about the use of unconfirmed results for marketing by manufacturers eager to have a competitive edge in selling superfruit products. This practice unfortunately leads to false claims of effectiveness and to their acceptance by consumers as fact when actually the research is too premature to warrant conclusions about health benefits. 

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