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Selling fab
Chapter 4 discusses the psychology of selling, focusing on why people buy through concepts like the black box approach, buyer satisfaction, and the trial close technique. It emphasizes the importance of recognizing features, advantages, and benefits in sales presentations, which can enhance communication and satisfaction for both the seller and buyer. The chapter also covers adaptive selling based on buyer personality styles to improve sales effectiveness.
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Introducing the psychology of selling, focusing on the reasons people buy.
Outlining key concepts including benefits in business, buyer psychology, and sales techniques.
Discussing buyer perception, attitudes, personality, and the importance of adaptive selling.
Exploring different buying situations, the role of technology, and factors influencing buyer decisions.
Highlighting the importance of ethical service and communication skills in creating customer relationships.
Introducing the black box concept in buyer behavior, focusing on the stimulus-response model.
Explaining the FAB approach: Features, Advantages, Benefits in understanding buyer needs.
Defining product features and the common pitfalls of emphasizing features over benefits.
Highlighting product advantages and how they can enhance sales success through illustrative examples.
Emphasizing the importance of clearly defined benefits to resonate with customers' needs.
Citing examples of advertising that stress benefits, showing its impact on product sales.
Using practical examples to demonstrate how product benefits help in understanding customer needs.
Reiterating the significance of featuring benefits in a structured FAB sequence during sales.
Example of how to incorporate FAB elements into engaging sales dialogues.
An exercise to classify examples into features, advantages, and benefits for better understanding.
Test examples that demonstrate understanding of FAB concepts in effective selling.
Additional practice examples to reinforce the FAB concept in sales communication.
Final practice examples focusing on the tangible benefits that drive purchasing decisions.
Introduction to trial closes as a technique for gauging customer feedback during sales.
Providing examples of trial closes that elicit customer opinions without pushing to buy.
Detailing the SELL sequence method: Show, Explain, Lead, Let in effective sales interactions.
Emphasizing the practicality of integrating the SELL sequence throughout sales presentations.
A real-world example applying SELL techniques to communicate value to industrial buyers.
Guiding how to create a structured SELL sequence with features, advantages, and benefits.
Examples illustrating features, advantages, benefits, and trial closes that form a cohesive SELL model.
Highlighting the importance of adapting sales presentations to match the buyer's personality style.
Providing guidelines to assess and identify different personality styles in buyers.
Describing methods to observe personality clues in buyers for effective communication.
Discussing difficulties in recognizing primary and secondary personality styles in buyers.
Emphasizing self-awareness in sales styles to enhance adaptability and communication.
Providing answers to fill-in-the-blank exercises related to the previous content.
Completing the answers for additional fill-in-the-blank exercises related to the selling concepts.
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Selling fab
- 1. The Psychology ofSelling: WhyThe Psychology of Selling: Why People BuyPeople Buy Chapter 4
- 2. Main TopicsMain Topics The Tree of Business Life: Benefits Why People Buy–The Black Box Approach Psychological Influences on Buying A FABulous Approach to Buyer Need Satisfaction How to Determine Important Buying Needs–a Key to Success The Trial Close–a Great Way to Uncover Needs and SELL Chapter 4
- 3. Main TopicsMain Topics SELL Sequence Your Buyer’s Perception Perceptions, Attitudes, and Beliefs The Buyer’s Personality Should Be Considered Adaptive Selling Based on Buyer’s Style Chapter 4
- 4. Main TopicsMain Topics You Can Classify Buying Situations Technology Provides Information Viewing Buyers as Decision Makers Satisfied Customers Are Easier to Sell to To Buy or Not To Buy–a Choice Decision Chapter 4
- 5. The Tree ofBusiness Life: Benefits I T C Ethical Service Builds True Relationships T T T T T T T T T T T Guided by The GoldenThe Golden RuleRule, emphasize benefits to improve your: Communication Skills Ability to unselfishly help a person make the correct buying decision
- 6. Exhibit 4-1: WhyPeople Buy–The Black Box Approach ____________ process is referred to as a black box We cannot see into the buyer’s mind Stimulus-response model Exhibit 4-1: Stimulus-response model of buyer behavior Stimulus Black box Response Sales Presentation Buyer’s Hidden Mental Process Sale/No Sale
- 7. enefit dvantage A FABulous Approachto Buyer Need Satisfaction Stressing ______ is a very powerful selling technique FAB selling technique helps emphasize benefit F A B eature
- 8. The Product’s Features:So What? Feature – a ________ characteristic Many salespeople emphasize features Examples: Size Color Price Shape
- 9. The Product’s Advantages:Prove It! Advantage – a ___________ characteristic The chances of making a sale are increased by describing the product’s advantages How a product can be used How a product will help the buyer Examples: Fastest-selling Stores more information Copies on both sides of the paper
- 10. The Product’s Benefits:What’s in it for Me? Benefit – a ______ __ _________ People are interested in what the product will do for them Benefits can be both practical and psychological Benefits should be specific statements, not generalizations Emphasizing benefits increases sales
- 11. People Buy Benefit(s) Notice national television commercials They stress benefits Advertisers know this helps ____ products
- 12. Example: Sporting GoodsSalesperson to Customer: “With this ball, you’ll get an extra 10 to 20 yards on your drives (_________) helping to reduce your score (_______) because of its new solid core (_______).”
- 13. Use Your FABs Feature – Physical Characteristic Buyer thinks “So What?” Advantage – Performance Characteristic Buyer thinks “Prove It!” Benefit – Favorable result from advantage Benefits are what people buy! You can also have a benefit of a benefit – a FABB
- 14. Use the FABSequence The standardized ___ ________ can be used as follows: The…(feature)…means you…(advantage)…with the real benefit to you being…(benefit)…. Note how a benefit is emphasized Pick a product and insert a FAB of the product into the above sequence Put in your own words Try it – it works!
- 15. Which ofthe following is a feature, advantage, or benefit? 1. 2. 3. 4. 5. “Made of pure vinyl” “Gives 20% more miles to the gallon” “New” “Lasts twice as long” “Saves, time, work, and money” Let’s Review FABs F B F A B
- 16. Let’s Review FABs “Blade changing is quick (_________) and easy (_______) with this saw because it has a push button blade release (_______)”
- 17. Let’s Review FABs “The king size (_______) will bring you additional profits (_______) because it is the fastest growing (_________) and a more economical size (_______)”
- 18. Let’s Review FABs “For long wear (_________) and savings on your clothing costs (_______), you can’t beat these slacks. All the seams are double stitched (_______) and the material is 100% Dacron (_______).”
- 19. The Trial Close–aGreat Way to Uncover Needs and Sell The trial close asks for an _______, not a decision to buy It gives feedback The trial close is one of the best communication techniques in the sales presentation
- 20. In These Examplesof Trial Closes, Notice They Do NOT Ask Someone to Buy Directly “How does that sound to you?” “Is this important to you?” “That’s great – isn’t it?” “I notice your smile. What do you think about…?”
- 21. SELL Sequence SELLSequence - Show Feature - Explain advantage - Lead into benefit - Let customer talk S E L L - physical characteristic - performance characteristic - result of advantage - ask opinion question
- 22. Exhibit 4-5: TheSELL Sequence: Use It Throughout Your Presentation S E L L Show feature Explain advantage Lead into benefit Let customer talk
- 23. Industrial Salesperson toIndustrial Purchasing Agent: “This equipment is made of stainless steel (_______), which means it won’t rust (_________). The real benefit is that it reduces your replacement costs, thus saving you money (_______)! That’s what you’re interested in – right (____ ____)?”
- 24. It Helps toConstruct Four Columns in Creating Your SELL Sequence Feature Product made of stainless steel Advantage Will not rust Benefit Reduces your replacement cost Trial Close How does it sound to you?
- 25. Exhibit 4-6: Examplesof Features, Advantages, Benefits, and Trial Closes that Form the SELL Sequence Features (physical characteristics) Advantages (performance characteristics) Benefits (result from advantage) Trial Closes (feedback questions) 1. Nationally advertised consumer product 2. Air conditioner with a high energy-efficiency rating 3. Product made of stainless steel 4. Supermarket computer system with IBM 3651 Store Controller 5. Five percent interest on money in bank checking NOW account 6. Golf club head made of aerodynamically designed titanium steel 1. Will sell more product 2. Uses less electricity 3. Will not rust 4. Can store more information and retrieve it rapidly by supervising up to 24 grocery check-out scanners and terminals and look up prices on up to 22,000 items 5. Earns interest that would not normally be received 6. Increased club head speed, longer drives 1. Will make you a high profit 2. Saves 10 percent in energy costs 3. Reduces your replacement costs 4. Provides greater accuracy, register balancing, store ordering, and inventory management 5. Gives you one extra bag of groceries each month 6. Lower scores 1. What do you think? 2. Is that important to you? 3. How does that sound to you? 4. That’s great–isn’t it? 5. Do you want to earn extra money? 6. And that’s what counts– right?
- 26. __________ typing Adapt your presentation to the buyer’s style T I F S ntuitor style Adaptive Selling Based on Buyer’s Style ensor style eeler style hinker style
- 27. Exhibit 4-8: Guidelinesto Identify Personality Style
- 28. Watch for Cluesto Someone’s Personality Type How would you describe this person? What is her time orientation – past, present, future? What does her desk look like? What does her room look like? How does she dress?
- 29. Determining Style CanBe Difficult What is the person’s primary style? What is the person’s secondary style? Does the person’s style comprise all four types?
- 30. First Know YourStyle This helps you to adapt to the other person’s style Which leads to better ____________ Knowing your style helps you identify a person’s style, especially if your styles are the same (It takes one to know one)
- 31. Answers to Blanks 1.Internalization 2. benefits 3. physical 4. performance 5. result of advantage 6. sell 7. advantage 8. benefit 9. feature 10. FAB Sequence 11. advantage 12. benefit 13. feature 14. feature 15.benefit 16.advantage 17.feature 18.advantage
- 32. Answers to Blanks 19.benefit 20. feature 21. feature 22. opinion 23. feature 24. advantage 25. benefit 26. trial close 27. Personality 28. communication