Selling Statements- Communicating the Features, Advantages, and Benefits of Your Product/Service R. Usry Extension Specialist and Lecturer Emeritus Department of Agricultural & Resource Economics NC State University January 2013

The takeaways  Selling Statements  Features, Advantages, and Benefits of your product/service  FAB technique in communications with the customer

Selling Statements  Statements used to describe your product/service accurately to your customer  Statements that will be the body of your sales presentation  Statements composed of three things-  Features  Advantages  Benefits

Features  The physical properties of your product/service  What it is  Product quality, packaging, brand,, price  Rack and pinion steering, safety deck, steel deck

Advantages  Capabilities of your product/service  What it does  Accomplishes, completes, performs  Examples: vacuums lawn and leaf clippings, tighter turning radius, harder to puncture the deck, reduces flying objects, longer life, and stops runaway mowers

Benefits  Bonuses gained by your customers  What it does better than the competition  Reliability, protections of contents/ customer, quality control (assurances), value to customer (savings)  Examples: saves time, saves money, safety, increases revenues

Your product or service ___________________________  Features ____________ ______________ _____________  Advantages ____________ ______________ _____________  Benefits ____________ ______________ _____________

Create and write a selling statement for your product/service. The statement should contain a feature, an advantage, and a benefit _________________________________ _________________________________ _________________________________ FFABFAABBFABBBFAB

Selling Statements-Communicating the Features, Advantages, and Benefits of Your Product/Service Thank you for your attention!