Marketing 7-4

Establishing common ground with one’s audience, highlighting elements tailored to audience needs, and turning objections into strengths is:

• a feature

• effective persuasion

• needs assessment

• a benefit

Characteristics about a product’s or service’s capabilities that add credibility are:

• benefits

• expectations

• features

• recommendations

How a product or service improves the lives of customers are its:

• features

• processes

• objections

• benefits

Customer concerns or reservations about buying a product or service are:

• objections

• testimonials

• quality

• timing

Reviews or comments from past satisfied customers are:

• objections

• testimonials

• presentations

• questions

When a customer is not sure the product or service will hold up to the same level it is being promoted, that is an objection based on:

• quality

• fit

• price

• timing

When customers are uncertain that a product or service will meet their wants and needs, that is an objection based on:

• quality

• fit

• price

• timing

Products that vary slightly but can meet the same customer need are:

• brands

• objections

• substitutions

• testimonials

To determine if there are any gaps, or voids, between current conditions and the desired outcome:

• Conduct a needs assessment.

• Gather customer feedback.

• Deliver a persuasive presentation.

• Prepare talking points.

Read the example. Then, choose the answer that best completes the statement.

A salesperson shows a customer a new dishwasher model, while pointing out the advertised features and benefits of the new model as compared to older models. Before buying the dishwasher, the customer searches the internet for reviews of the new model and finds that the new model has very few reviews and an overall rating of 3.5 out of 5 stars. The customer is concerned there are too few reviews and that the current product rating is low, so hesitates to purchase the dishwasher.

• quality objection.

• timing objection.

• price objection.

• product fit objection.