Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,6-,*,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,6-,*,6-,*,6-,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,6-,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,6-,*,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall,6-,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,6-,*,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,6-,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall,6-,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall,6-,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,6-,*,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall,6-,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Copyright 2010 Pearson Education,Inc.Publishing as Prentice Hall,6-,*,CHAPTER,6,Creating Product Solutions,Learning Objectives,Explain the importance of developing a product strategy,Describe product configuration,Identify reasons why salespeople and customers benefit from thorough product knowledge,Copyright 2021 Pearson Education,Inc.Publishing as Prentice Hall,Learning Objectives,Discuss the most important kinds of product and company information that salespeople use in creating product solutions,Describe how knowledge of competition improves personal selling,List major sources of product information,Copyright 2021 Pearson Education,Inc.Publishing as Prentice Hall,Product Strategy Defined,“The product strategy is a well-conceived plan that emphasizes becoming a product expert,selling benefits,and configuring value-added solutions.,Copyright 2021 Pearson Education,Inc.Publishing as Prentice Hall,Strategic/ConsultativeSelling Model,Copyright 2021 Pearson Education,Inc.Publishing as Prentice Hall,FIGURE,6.1,Selling Solutions,Are mutually shared answers to recognized customer problems,Are more encompassing,than specific products,Provide measurable,results,Require a greater,effort to define and diagnose the customers problems,Copyright 2021 Pearson Education,Inc.Publishing as Prentice Hall,Tailoring the Product Strategy,Transactional Buyers,Consultative,Strategic Alliance,Standard or generic items,Hidden features,High cost importance,Understand their own product needs,Differentiated choices,Limited substitutability,Product can be easily substituted,Customizable,Copyright 2021 Pearson Education,Inc.Publishing as Prentice Hall,The product strategy should be tailored to the customers buying needs:,BUSCH,Copyright 2021 Pearson Education,Inc.Publishing as Prentice Hall,See theWebsite,Explosion of Product Options,Domestic and global markets overflowing,More than 30,000 consumer products are turned out each year,The good news is:buyers have a choice,The bad news is:with more choices,buying process is more complicated,Copyright 2021 Pearson Education,Inc.Publishing as Prentice Hall,Product Configuration,Product selection process is often referred to as“product configuration,Product configuration software,Develops customized product solutions quickly and accurately,Incorporates customer selection criteria,Identifies options,pricing,delivery schedules,Can integrate with Customer Relationship Management applications,Copyright 2021 Pearson Education,Inc.Publishing as Prentice Hall,Written Proposals,Many clients ask for written proposals and some provide detailed guidelines,Most written proposals include:,Budget and overview,Objective,Strategy,Schedule,Rationale,Copyright 2021 Pearson Education,Inc.Publishing as Prentice Hall,Be