Sales & Service Tip of the Week

Do you sell features or benefits when interacting with a customer?  Today, you must “carry” the feature to a benefit in order to justify the value or gain as perceived by the customer.  In this step, Active Presentation, you create the desire to buy.  Translate your products and services into benefits by using the FAB formula.  Features explain “what it is” you have to offer.  It could be a special trait or characteristic that describes the product or service.  Advantages explain “what it does”.  They are something distinctive or better than what the competition has.  The advantage becomes a “natural bridge” to get from the feature to the benefit.  Benefits explain “how the customer gains”.  This is the end result that creates a want or satisfies a need as perceived by the customer.  Remember from last week we need to uncover the customer’s buying motives first and then “match up” with the benefits.  This sales fundamental is a critical component in the Active Presentation.  Here’s an example:  “We are a full service supplier (feature) that provides you with one stop shopping (advantage) so you have the security and convenience (benefit) of buying all your needs at one time which gives you more time (another benefit) to do your job of serving your customers!”  Perfect the “FAB formula” and you are well on your way to becoming the sales and service professional you want to be.