Rise Up Unit 2 Vocabulary

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Company Brand

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The overall impression gathered from information that is seen, heard and experienced by customers who encounter a business, its products and its services.

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Brand Promise

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An extension of the company brand that reflects the benefit of doing business with them (such as providing great customer service).

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Company Culture

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The unique way that an organization's employees interact with each other and with customers. It defines the personality of a company and typically includes elements such as work environment, company mission, values, ethics, expectations and goals.

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Open-ended Questions

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Questions that cannot be answered with yes or no, used to get customers to provide details about what they want or need. They begin with who, what, when, where, why, and how.

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Closed-ended Questions

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Questions that aim to get a short or yes/no answer, useful to limit conversation, confirm a response, or close a sale. They often begin with will, can, may, are, and do.

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Product Features

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The specific characteristics of a product, answering the question 'What?'.

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Product or Service Benefits

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The advantages that make a product or service a good choice for the consumer, answering the question 'Why?'.

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Private-label Products

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Products developed by national or international manufacturers and sold under another brand, also called store brands or in-house brands.

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Cross-selling

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The practice of recommending additional products that complement a customer's purchase.

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Upselling

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The act of directing the customer's attention to other products that may better match their need, even if they are more expensive.