Agent support manual
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If you are about to present product and service options to your customer, you will already have: bullet point.
identified your customer's needs using questioning techniques, active listening and empathy , bullet point.
identified products or services (listed under Our products and Our services on the Intranet) that you think will meet those needs.
You should: bullet point.
explain the product features and product benefits of the various options , bullet point.
explain the product/service pricing structures , bullet point.
give the customer the full opportunity to question options/prices.
The features of a product or service include factual information such as weight, height, colour and price.
The benefits of a product or service include such things as ease of use and low running costs.
Customers buying a product or service are mainly interested in what that product or service will do for them. This is commonly known in the customer contact centre industry as WIIFM - what's in it for me?
Try not to give the customer too much information too early in the conversation. The idea is to give them a sample of the features and benefits to catch their attention.
Remember to avoid using jargon that might put the customer off. Use simple words and phrases that the customer will understand and can relate to.
You will need an in-depth knowledge of the features and benefits of any product or service. This will allow you to tailor your response to meet the customer's needs.
For example, you might explain a hammock to two different customers like this:
Customer 1 - 
So the Mexican hammock will be a delightful place for you to relax and read your book. 
Customer 2 - The Mexican hammock is very sturdy and versatile. You can hang it between two trees when you are away camping.
Customers may be satisfying an emotional or a rational need when they purchase a product or service. An emotional need might involve buying a thoughtful present for someone the customer has not seen for some time. A rational need might involve buying a mosquito light to deal with an insect problem when sitting outdoors.
It is important that you try and understand why a customer is buying a product or service because this will help you adjust how you describe it. Remember that what may interest one customer may have little relevance for another.
Once you have presented the product/service options to the customer and described the features and benefits, you will need to explain pricing options to them.
You need to check whether a product is cheaper when part of a package, or whether costs such as installation or maintenance are included in the price.
You might find that if a customer buys an additional product, they are eligible for a discount. It is essential that you are aware of the pricing structures of products that you sell.
At Bushland Blooms we prefer you to tell the customer the price towards the end of the call. This will give you time to explain the benefit of the product or service to the customer. Of course, if the customer asks for the price up front then it is important you give it to them without hesitating.
After presenting product options and explaining the pricing structures, you need to give your customer the opportunity to question the options and prices offered.
Customers may have concerns about whether the product or service is suitable for their needs, or whether it falls within their price range.
If this is the case you are advised to refer back to the product/service features and benefits. Use this information to attempt to add value to the product in the customer's eyes. In addition, there are a variety of ways to manage customers' concerns. You can find out more by reading Managing customer objections in this Agent support manual.
 ASM
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