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Selling solution
shared answer to a recognized consumer problem
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Product configuration
- ability to change product to fit consumers needs
- conduct consumer research
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10 things every product expert should know/do
- read literature
- competitive reviews
- factory tours
- talk to users/experts
- use the product
- talk to delivery & installation people
- talk to service and repair people
- competition's product
- questions about the product you would ask
- compare to other products
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F.A.B.
- Features
- Advantages
- Benefits
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Bridge Sentence
- connecting features to benefits
- "the car has anti-lock breaks WHICH MEANS you are safer when driving in the snow"
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Elmar Wheeler's 5 Principles
- don't sell the steak, sell the sizzle
- don't write, telegraph (get them in the first 10 words)
- say it with flowers (not just what you but what you do)
- don't ask if, ask which
- watch your bark (how you say things is important)
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