Bridge From Features To Benefits
|Well-known brand||Which means to you||Quick, easy sale
|Good taste||So you can have||Satisfied customers
|Which leads to||Increased turnover
|Restaurant exclusive or focused brand||Which means to you||Price flexibility
Potentially high profit
|Post-off||Which means to you||If you keep the selling price the same, extra profit
If you offer a feature (special price), increased sales and more satisfied customers
Put It All Together
Now we’ve looked at the important parts of the Body of your presentation and the skills you need to make an effective presentation. Let’s put it all together and review the key steps of the Body.
After you break the ice and gain the buyer’s attention, a typical presentation generally proceeds in this way:
- Make a brief statement describing what you want to talk about.
- Explain the features and benefits of your proposal.
Here’s a simplified example:
|Sales Rep:||Jan, I want to talk to you about our special promotion for Mirassou Chardonnay and Pinot Noir. To really get the benefit of this promotion, I recommend that you feature these wines during September and October.
Mirassou will be nationally advertised for two months beginning on the 1st. This means that when your customers see the promotional material for your feature, many of them will already be pre-sold . . . which means increased sales and profits for you.
Gallo has developed these special high image, yet very understated bar and table POS lucites that hold 3×6 double sided cards that subtly tie in the graphics in the ad. I can have your BTB and BTG feature prices printed on the cards. And I’ll set up a small display with framed winemaker notes for both wines on the antique table near the door to the dining room that you’ve used to promote features in the past. This will reinforce the advertising and create additional impulse sales and even greater profits.
This program will be supported by a post-off of $5 a case and a quantity discount of 10% on 6 cases. This will give you the opportunity to offer an extremely attractive price and still make the tremendous profit shown on this profit calculator.