Hyundai 2015 Sonata Experience, Справочное руководство

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The 2015 Sonata Experience
11
FFB AND SP
A
CCED
Potential Customer Needs
Most customer needs will fit into one of seven
categories. When you ask questions during
the needs assessment, be sure to jot down or
note which of these benefit categories seems
to be most important to the customer, which
is second most important, which is least
important, and so on.
If your customer seems to be most interested
in Safety, Comfort and Economy, for example,
focus on those three. They will be your best
opportunities to connect the customer with
the vehicle.
Making Connections
Use the Feature-Function-Benefit approach to make the connection
between the customer’s needs and the features of the vehicle. For
every feature you decide to show the customer, point out the feature
itself (what it is), its function (what it does or how it works) and what
it does for the customer.
Sometimes a single feature can have a lot of different benefits for a
customer. This is why you do a needs assessment. You don’t want to
waste the customer’s time on benefits that won’t interest them. You
want to stick to the ones that match the customer’s needs.
S
afety
P
erformance
A
ppearance
C
omfort
C onvenience
E
conomy
D
urability
?
BENEFIT
What it does for
the customer
CUSTOMER
NEEDS
VEHICLE
FEATURES
FEATURES
What it is
FUNCTION
What it does
(or how it works)