Using
Features, Advantages and Benefits
One of the most
common mistakes found in the
world of selling is that some people have a tendency to throw
out information about a product or service without tying that information
to the essential needs
of the client. In general, a person might do a “feature dump”,
talking about all the great things about product X or service Y
without enabling a customer to see what it means to them. Ultimately,
prospects and existing
clients consistently want to know, “what’s in it for me?”
It is your duty
to make it abundantly
clear what is in it for
a client. We have found that the most effective way to do this
is by utilizing benefit statements. These are statements that paint
a picture for your client as to why your product or service is the
most effective means to meet their
particular needs.
Specifically, benefit statements are
powerful because:
- When setting
direction with a client, a benefit statement will point out
the ever-important “what’s in it for me?” from the outset.
- They
enable you to build value and positively influence
your client throughout the body of your sales call.
- When
providing a recommendation to a client, a benefit statement puts
your solution into real terms.
We promote benefit
statements called FAB statements throughout the sales process.
What is a FAB statement and how is it organized?
F for Feature – What is the feature
A for Advantage – What does the
feature do
B for Benefit – The “What’s in
it for me?” for
the customer
As you meet
with your customers and find out about their priorities and specific
requirements, the information they provide you will enable you to
use FAB statements to positively influence the sale. What you are
doing is making the buying process
straightforward for the client. Rather than imposing on the client
by making them translate the value in your product or service, you
are spelling it out for them. This clarifies the process and puts
you one step closer to a “yes”. The FAB takes what your product
and ties it into PPI – Productivity, Profitability and Image.
Let’s take a look at a few examples
of how FAB statements can be used in the field:
Customer
#1
Director,
Facilities at a Property Management Company
“We’ve simply
paid too much money over the years trying to maintain a poorly installed
roofing system on our three properties. One of our buildings is
the headquarters of a major telecommunications firm, our largest
tenant. They are livid when the roof leaks during a heavy downpour.
We need a long-term solution, not a temporary band-aid.”
Feature:
Our PermaShield solution utilizes a high-density coating and
is warrantied for thirty years.
Advantage: PermaShield eliminates leakage and adheres to surface imperfections
and seals cracks and crevices.
Benefit:
“This allows you to increase profitability by lowering maintenance
costs while ensuring your tenants are satisfied that their offices
are free from leaks.”
Customer
#2
CIO
at a Staffing Agency Corporate Headquarters
“Just last week,
I was told by our existing telecommunications provider that we would
have to wait sixty days to get an additional T3 provisioned. Sixty
days! In the meantime, I have eighty employees calling and sending
me e-mails complaining about the network. It takes them longer
to get their work done because our network is slow!”
Feature: “We have one of the most extensive fiber networks in the city
with direct connection to your office park.”
Advantage:
“With such an extensive build-out, we can provision a
T3 to your offices in as little as three weeks.”
Benefit:
“This means that your wait time is decreased drastically and
your employees will be able to be more productive 60% faster than
by working with your traditional telecommunications provider.”
Customer
#3
Vice
President of Community Affairs at a Fortune 500 Company
“Our concern
is that the community does not really consider us to be a local
company since our headquarters is here but the bulk of our employees
are elsewhere. Some people have heard of us but, for the most part,
our name is not out there. We need to build
brand recognition while reinforcing the fact that we want to
be a good corporate citizen and responsible member of the community.”
Feature: “As a Diamond Level sponsor of this year’s charity event,
you will be a featured sponsor in all of our events.”
Advantage: “This enables you to take part in our media day and to have
your company name and logo on all event signage, literature, advertisements
and event giveaways.”
Benefit: “The community will see you standing alongside other local
Diamond Level sponsors for the event and will recognize your company
as a member of the community that cares about our city’s well-being.”
Each FAB ties
in the customer’s specific
concern into how your
product or service will be of specific benefit to them. Practice
writing your own FABs so that you can be prepared for your
next sales call.
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