Features & Benefits Aren’t Enough

Here, Janis talks about how to create customer "buzz" to build your business. Whether you are selling guitars, cars, or airplanes, the general rule of thumb is to speak of features and benefits. But good salespeople will not only know their product, they will create a sense of excitement a...

Full description

Saved in:
Bibliographic Details
Published in:Music trades 2018-10, Vol.166 (9), p.102
Main Author: Janis, Peter
Format: Magazinearticle
Language:English
Subjects:
Customer satisfaction
Customer services
Guitars
Salespeople
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Here, Janis talks about how to create customer "buzz" to build your business. Whether you are selling guitars, cars, or airplanes, the general rule of thumb is to speak of features and benefits. But good salespeople will not only know their product, they will create a sense of excitement around it that goes beyond simple features and benefits. The challenge at retail is that most musicians work in store as a means to help pay rent and buy gear at wholesale prices. Few actually become good salespeople. Excitement for your business can come from all kinds of places. It can be by association with famous users, from events that make customers feel "included" or "special," by remembering their name when they come in the door, or by telling them how a particular product will make their lives better.
ISSN:0027-4488