THE JOHNSON AGENCY 1 What Do Customers Buy? Defining Features, Advantages & Benefits.

THE JOHNSON AGENCY THE JOHNSON AGENCY 11

What Do Customers Buy?

Defining Features, Advantages & Benefits

R Are Customers Are Customers

RationalRational?

How Rational is Absolut ?

R You either You either have ithave it

or you don’tor you don’t

FEATUREFEA

SWOW IT HAS 4 WHEELS!

ADVANTAGEFEA

SDISTINCTIVE

DESIGNwhich means?

BENEFITBENEFITFEA

FEATUREFEATURE

DESCRIBES DESCRIBES CHARACTERISTICS CHARACTERISTICS

OF A PRODUCT OF A PRODUCT

FEATURES ARE NOT FEATURES ARE NOT

PERSUASIVEPERSUASIVE

EXPLAINS HOW A EXPLAINS HOW A PRODUCT CAN BE PRODUCT CAN BE

USED OR HELPUSED OR HELPFEA

SADVANTAGEADVANTAGE

MUST BEMUST BE INERESTED INERESTED OR OR NEEDNEED IT IT

SOURCE OF SOURCE OF COMPANY’S COMPANY’S

COMPETITIVE COMPETITIVE POSITION IN MARKET POSITION IN MARKET

S REASON TOREASON TOBUY FROM BUY FROM

YOUYOU

ADVANTAGEADVANTAGE

EXPLAINS HOW A EXPLAINS HOW A FEATUREFEATURE MEETS MEETS THE CUSTOMERS THE CUSTOMERS

NEEDNEED

SBENEFITSBENEFITS

A A SOLUTIONSOLUTION TO TO WHAT THEY WHAT THEY

WANTWANT

OUR TOWELS OUR TOWELS ARE BIG AND ARE BIG AND

SOFT SOFT FEA

SO WHAT!SO WHAT!

FEATUREFEATURE

Our “exclusive’ Pima Our “exclusive’ Pima cotton dries you cotton dries you

faster”faster”FEA

SADVANTAGEADVANTAGE

MUST BEMUST BE INERESTED INERESTED OR OR NEEDNEED IT IT

FEEL DRY FEEL DRY FASTERFASTER

PLUSPLUS

SOFT SKINSOFT SKIN

SBENEFITSBENEFITS

WANTWANT

WE HAVE WE HAVE 2,000 field 2,000 field

service engineersservice engineersFEA

SO WHAT!SO WHAT!

FEATUREFEATURE

LARGE SALES LARGE SALES FORCE ENABLES FORCE ENABLES

US TO FIX WITHIN US TO FIX WITHIN 12 HOURS12 HOURS

S MUST BEMUST BE INERESTED INERESTED OR OR NEEDNEED IT IT

ADVANTAGEADVANTAGE

WITH OUR WITH OUR WORKFORCE YOU WORKFORCE YOU

HAVE LESS HAVE LESS DOWNTIMEDOWNTIME

SBENEFITSBENEFITS

WANTWANT

SEGMENTATION

MARKET MAPPING

Thank Thank You!You!

THE JOHNSON AGENCY 1 What Do Customers Buy? Defining Features, Advantages & Benefits.

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Transcript of THE JOHNSON AGENCY 1 What Do Customers Buy? Defining Features, Advantages & Benefits.

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