THE JOHNSON AGENCY 1 What Do Customers Buy? Defining Features, Advantages & Benefits.
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THE JOHNSON AGENCY 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.
THE JOHNSON AGENCY THE JOHNSON AGENCY 11
What Do Customers Buy?
Defining Features, Advantages & Benefits
THE JOHNSON AGENCY THE JOHNSON AGENCY 22
CU
STO
MER
C
US
TO
MER
B
EH
AV
IOU
RB
EH
AV
IOU
R Are Customers Are Customers
RationalRational?
THE JOHNSON AGENCY THE JOHNSON AGENCY 33
How Rational is Absolut ?
CU
STO
MER
C
US
TO
MER
B
EH
AV
IOU
RB
EH
AV
IOU
R
THE JOHNSON AGENCY THE JOHNSON AGENCY 44
CU
STO
MER
C
US
TO
MER
B
EH
AV
IOU
RB
EH
AV
IOU
R You either You either have ithave it
or you don’tor you don’t
THE JOHNSON AGENCY THE JOHNSON AGENCY 55
FEATUREFEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SWOW IT HAS 4 WHEELS!
THE JOHNSON AGENCY THE JOHNSON AGENCY 66
ADVANTAGEFEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SDISTINCTIVE
DESIGNwhich means?
THE JOHNSON AGENCY THE JOHNSON AGENCY 77
BENEFITBENEFITFEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SHI!
THE JOHNSON AGENCY THE JOHNSON AGENCY 88
FEATUREFEATURE
DESCRIBES DESCRIBES CHARACTERISTICS CHARACTERISTICS
OF A PRODUCT OF A PRODUCT
FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
S
FEATURES ARE NOT FEATURES ARE NOT
PERSUASIVEPERSUASIVE
THE JOHNSON AGENCY THE JOHNSON AGENCY 99
EXPLAINS HOW A EXPLAINS HOW A PRODUCT CAN BE PRODUCT CAN BE
USED OR HELPUSED OR HELPFEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SADVANTAGEADVANTAGE
MUST BEMUST BE INERESTED INERESTED OR OR NEEDNEED IT IT
THE JOHNSON AGENCY THE JOHNSON AGENCY 1010
SOURCE OF SOURCE OF COMPANY’S COMPANY’S
COMPETITIVE COMPETITIVE POSITION IN MARKET POSITION IN MARKET
FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
S REASON TOREASON TOBUY FROM BUY FROM
YOUYOU
ADVANTAGEADVANTAGE
THE JOHNSON AGENCY THE JOHNSON AGENCY 1111
EXPLAINS HOW A EXPLAINS HOW A FEATUREFEATURE MEETS MEETS THE CUSTOMERS THE CUSTOMERS
NEEDNEED
FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SBENEFITSBENEFITS
A A SOLUTIONSOLUTION TO TO WHAT THEY WHAT THEY
WANTWANT
THE JOHNSON AGENCY THE JOHNSON AGENCY 1212
OUR TOWELS OUR TOWELS ARE BIG AND ARE BIG AND
SOFT SOFT FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
S
SO WHAT!SO WHAT!
FEATUREFEATURE
THE JOHNSON AGENCY THE JOHNSON AGENCY 1313
Our “exclusive’ Pima Our “exclusive’ Pima cotton dries you cotton dries you
faster”faster”FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SADVANTAGEADVANTAGE
MUST BEMUST BE INERESTED INERESTED OR OR NEEDNEED IT IT
THE JOHNSON AGENCY THE JOHNSON AGENCY 1414
FEEL DRY FEEL DRY FASTERFASTER
PLUSPLUS
SOFT SKINSOFT SKIN
FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SBENEFITSBENEFITS
A A SOLUTIONSOLUTION TO TO WHAT THEY WHAT THEY
WANTWANT
THE JOHNSON AGENCY THE JOHNSON AGENCY 1515
WE HAVE WE HAVE 2,000 field 2,000 field
service engineersservice engineersFEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
S
SO WHAT!SO WHAT!
FEATUREFEATURE
THE JOHNSON AGENCY THE JOHNSON AGENCY 1616
LARGE SALES LARGE SALES FORCE ENABLES FORCE ENABLES
US TO FIX WITHIN US TO FIX WITHIN 12 HOURS12 HOURS
FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
S MUST BEMUST BE INERESTED INERESTED OR OR NEEDNEED IT IT
ADVANTAGEADVANTAGE
THE JOHNSON AGENCY THE JOHNSON AGENCY 1717
WITH OUR WITH OUR WORKFORCE YOU WORKFORCE YOU
HAVE LESS HAVE LESS DOWNTIMEDOWNTIME
FEA
TU
RES
AN
D
FEA
TU
RES
AN
D
BEN
EFIT
SB
EN
EFIT
SBENEFITSBENEFITS
A A SOLUTIONSOLUTION TO TO WHAT THEY WHAT THEY
WANTWANT
THE JOHNSON AGENCY THE JOHNSON AGENCY 1818
SEGMENTATION
MARKET MAPPING
THE JOHNSON AGENCY THE JOHNSON AGENCY 1919
Thank Thank You!You!
