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The presentation of the sales message:
According to Prof. Philip Kotler “this step is to tell the story of the product to the consumer, following the AIDA formula to attract attention, maintain interest, and I get a lead in Action (purchase)”
The presentation of the marketing message should be tailored to the needs and desires of prospective customers. Today, those presentations do not work “canned” in which the seller had to memorize them and then “Recite” to the customer (who assumed a passive). Times have changed, today we must promote the active involvement of customers to achieve something more important than the sale itself, and is your complete satisfaction with the product purchased.
The presentation of the marketing message is based on a structure based on 3 pillars:
Product features: What is the product itself, its attributes
Advantages: That which does more than competing products
The benefits the customer: the customer what you are looking for a conscious or unconscious
Moreover, the objections and do not represent an obstacle to overcome by the seller, on the contrary are clear evidence of purchase (if the customer objects to something that is interested but needs to resolve before their doubts). ¡Business are business!