Fundamentals of Selling 13th Edition by Charles Futrell

Exercise 21

As a salesperson for Procter Gamble's soap division, you have been asked by your sales manager to determine the features, advantages, and benefits of Tide detergent and to discuss using Tide's benefits in a sales presentation at the next sales meeting. You have determined the following four features of Tide; listed underneath each feature are your ideas of factors that might interest retail grocery buyers. For each feature, determine the benefit that you would emphasize:
a. Number one selling detergent:
(1) Best traffic-pulling detergent.
(2) Great brand loyalty.
(3) High percentage of market share.
b. Four sizes:
(1) Increases your total detergent sales.
(2) Boxes are standard sizes.
(3) Case cost is the same.
c. Heaviest manufacturer-advertised detergent:
(1) Continues to attract new customers to your store.
(2) More customers remember this brand's advertising.
(3) Produces high repeat business.
d. Distinctive, colorful package:
(1) Speeds shopping-easy for shoppers to locate on shelves.
(2) High visual impact stimulates impulse purchases when on special display.
(3) Familiar package design easy to recognize in store ads.