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NEWS28 CPI %u2013 Concrete Plant International %u2013 5 | 2025 www.cpi-worldwide.com3) Performance sellingFrom the portfolio of products to the product-market strategy and product sales, the PSA approach strictly adheres to the three questions: 'Where?', 'What?' and 'How?' (Fig. 6).While the \tion-oriented segmentation and parameter identification of the products according to CPTS, the participants must practise the principle of so-called \third part of the training.According to Fig. 7, the argumentation about product parameters should in principle have no or only limited prospects of success. Under normal conditions, the only way to sell is through price. Highlighting improved product features can also be counterproductive, as experienced buyers will raise a wide range of concerns and objections during the lengthy tendering process (see Fig. 7).The principle of 'performance selling' involves more than just offering advantages. This involves solely the generation and visualisation of potential benefits that serve the customer's striving for economic effects and competitive advantages, or guarantee their particular need for security. Participants on this course must understand this difference and adapt their approach to meet the needs of customers throughout their company's value chain.Fig. 6: From the product portfolio via the product-market- to the sales-marketing strategyFig. 7: The sales process: the interaction of product features, advantages and customer benefits%u0007%u0013%u0015%u0017%u000f%u0013%u0012%u0011%u0013%u0001%u0013%u000f%u0001%u0014%u0015%u0013%u0018%u000c%u0017%u0016%u0009%u0010%u000e%u0001%u0007%u0003%u0006%u0003%u0008%u0009%u0010%u000e%u0001%u0008%u0003%u0006%u0003%u0008%u000f%u0018&fl ffl%u001a%u0001%u0011%u0016%u0013%u0013%u0012fl%u0012%u0019ffl%u0016%u000fffl%u0012 %u0012
