The objectives of this session are designed to help develop a new understanding of product knowledge – the depth of knowledge, beyond features and benefits, needed to achieve and maintain competitive advantage in today’s market.

Learning Objectives

• Understand the difference between product features and benefits.
• Understand the difference between tactical and strategic customer needs/product benefits, and why each is important.
• Develop a plan to create a comprehensive product, customer and competitor information “archive” that can be accessed on short notice.
• Develop a plan for keeping the information archive current.

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