C HAPTER 11 C ONTENTS OF THE S ALES T RAINING P ROGRAM: S ALES K NOWLEDGE AND THE S ELLING P ROCESS

S ALES K NOWLEDGE D EVELOPMENT Company knowledge. The sales role. Product knowledge. Prices. Advertising and sales promotion. Channels of distribution. Customers. Competition, industry, and economy. Territorial management skills.

S ALES S KILLS D EVELOPMENT Involves two key elements: 1.Persuasive communications. 2.The selling process.

T HE S ELLING P ROCESS Most sales trainers believe logical, sequential steps do exist that, if followed, can greatly improve the chance of making a sale.

FIGURE 11.2 THE SALES PROCESS

FIGURE 11.4 STEPS IN PLANNING THE SALES CALL

Developing a Customer Benefit Plan Step One: Select the features, advantages, and benefits of the product to present. Step Two: Develop the marketing plan. Step Three: Develop a business proposition. Step Four: Develop a suggested purchase order.

The Product’s Features: So What? Feature – a physical characteristic Many salespeople emphasize features Examples: –Size –Color –Price –Shape

The Product’s Advantages: Prove It! Advantage – a performance 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

The Product’s Benefits: What’s in it for Me? Benefit – a result of advantage 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

Use the FAB Sequence The standardized FAB Sequence 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 it in your own words –Try it – it works!

Example #1 “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 ( ).” feature benefit advantage

Example # 2 “Blade changing is quick ( ) and easy ( ) with this saw because it has a push button blade release ( )” feature benefit advantage

Example # 3 “The king size ( ) will bring you additional profits ( ) because it is the fastest growing ( ) and a more economical size ( )” feature benefit advantage

Example # 4 “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 ( ).” feature benefit advantage

Example # 5 “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 ( )?” advantage trial close feature benefit

Which of the following is a feature, advantage, or benefit? “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

FIGURE 11.5 THE SALESPERSON’S PRESENTATION MIX IS TYPICALLY DEVELOPED BY SALES MANAGERS AND TRAINERS Persuasive Communication Dramatization Demonstration Visual Aids Proof Participation Salesperson The Sales Presentation Mix

T HE T RIAL C LOSE Salespeople may at any time use a trial close like one of these: How does that sound to you? What color do you prefer? If you bought this, where would you use it in your business? Are these features what you are looking for? The trial close involves checking the prospect’s attitude toward the sales presentation.