Feature – Advantage – Benefit Selling
We have a saying in our dealerships … without the “B” in your FAB, you’re just Fading. In other words, when we are presenting our vehicles, we must focus on Benefits first, features second. After all, if all customers cared about were the features, they could simply read the brochure or sticker. Of course, that’s how most salespeople “sell” – by just reading the features on each sticker to their customer. And they wonder why people say “just looking”. I guess they think they can read sticker’s and wonder the lot on their own.
A professional in sales understands how to translate features into benefits and uses the advantage as his conduit. Here’s an example:
Average Joe presenting “white”
The car is white. Do you like white?
Sales Professional presenting the feature “white”
Feature: Dave, as you probably know, white is our most popular color. (Notice the feature statement with an implied sense of urgency that we’re lucky to have white in stock.)
Advantage: The reason is that white doesn’t look dirty even when it’s absolutely filthy!
Benefit: And that means, your new car will look cleaner when you take your clients around and it saves you a fortune in car washes. (Ties the advantage of the feature to this customer’s situation thereby creating a benefit)
Tie Down: Wouldn’t that take a lot of stress out of your day? (Value confirmed is valued paid for)
To learn more about the next 7 steps to the sale, just subscribe to this Blog. I’ll be updating it regularly.
Until then, make it a great day!
Helmi Felfel
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