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Course details

During this course the delegates explore and identify what their company and brand does and offers customers. The features, advantages and benefits of this ‘offer’ are discussed and the importance of matching specific benefits to different customer types is explored. The delegates practice matching company specific product and service features to different customer types. This exercise is fully debriefed.

The course finishes with delegates reviewing their learning, creating an individual personal development plan and taking a learning evaluation.

Course objectives

Explain the features, advantages and benefits of your product and service
State how to match features to different customer types
Explain how to translate features into specific customer benefits
Demonstrate your ability to turn features into customer specific benefits
Begin the process of designing a personalised development plan

Course content

Introduction and objectives
The product and service offer
Features, advantages and benefits using FAB
Different customers and different customer needs
Exercise. Matching features and benefits to different customer types
Review of the product and service offer
Review exercise and feedback

Course benefits

Match specific features to different customer types and needs
Identify and develop sales and service opportunities
Increases customer satisfaction
Motivate customers towards your product and service