CHAPTER 11

CONTENTS OF THE SALES

TRAINING PROGRAM: SALES

KNOWLEDGE AND THE

SELLING PROCESS

SALES KNOWLEDGE DEVELOPMENT

• Company knowledge.• The sales role.• Product knowledge.• Prices.• Advertising and sales promotion.• Channels of distribution.• Customers.• Competition, industry, and economy.• Territorial management skills.

SALES SKILLS DEVELOPMENT

Involves two key elements:

1. Persuasive communications.

2. The selling process.

THE SELLING PROCESS

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

D eterm ination o f C all O b jectives

D evelop m ent o f C ustom er P rofi le

D eterm ination o f C ustom er B enefi ts

D eterm ination o f Sales P resentation

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 ( ).”featurebenefit

advantage

Example # 2

• “Blade changing is quick ( ) and easy ( ) with this saw because it has a push button blade release ( )”featurebenefit

advantage

Example # 3

• “The king size ( ) will bring you additional profits ( ) because it is the fastest growing ( ) and a more economical size ( )”feature

featurebenefit

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

featurebenefit

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?

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

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

THE TRIAL CLOSE

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.