Presenting Your Solution - Feature Advantage Benefit
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Dylis Guyan
Jul 16, 2014, 12:49:05 PM7/16/14
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Please consider this free-reprint article written by:
Dylis Guyan
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Article Title: Presenting Your Solution - Feature Advantage Benefit
Author: Dylis Guyan
Word Count: 1057
Article URL: http://www.isnare.com/?aid=1900221&ca=Business
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=1900221
Easy Publish Tool: http://www.isnare.com/html.php?aid=1900221
*********************** ARTICLE START ***********************
One of my new coaching clients contacted me because they were having great difficulty in closing the sale and wanted help.
He was great at making appointments but his conversion rate from appointment to sale was really low.
He blamed the quality of the leads, he blamed the lead providers. He said he would be brilliant if only he had more quality leads.
During our discussions I discovered his telephone skills were really good but once he got to the appointment, here’s what happened;
He became complacent. Because he had the appointment he thought he could just “show up” and “throw up”.
In other words, because the decision maker had agreed to see him he thought they must be really interested and all he had to do was show up and present his product.
WRONG!
The secret is continual emphasis on relevance.
You may have a number of products and all of those will have certain features.
You need to know which ones are relevant to your prospective client.
To do this you must engage in conversation and ask questions, then you can present a relevant solution which meets the exact needs of your client.
Have a look at this article for more on tips on questioning
Your client is only interested in “What’s in it for me” They don’t want to hear about everything in your armoury.
So here’s what to do:
After you have carried out the questioning part of your sales process and discovered your clients;
Present Situation
What they want to achieve ideally
The challenges that are stopping them from achieving their ideal objective
The Impact of those challenges, including the emotional and financial impacts.
The Benefits of change
Recap on the information that you have gathered. This gives your client the opportunity to hear it all again and confirm that what you have recapped is what they actually said.
Then AND ONLY THEN start to present your solution.
It is important to raise interest at the beginning of the sales presentation but this must be maintained throughout the meeting.
Again……The secret is continual emphasis on relevance.
The only thing relevant to your customer is the answer to his question ‘what’s in it for me?’
The answer to this question must of course, always be A BENEFIT
What doesn’t seem to be so obvious is that a benefit is not the same as a feature.
FEATURES are what companies put into their products/service. What a customer buys is not the feature itself, but what the customer gets out of it.
These two are linked by the ADVANTAGE
Let’s look at an easy way of remembering this:
F.A.B.
Feature - what it is
Advantage - what it can do
Benefit - matches the need of the customer
This can be presented to the customer in the following way:-
Start by restating the NEED. This will help you to keep the FAB statement relevant.
This is what it is - Feature
This is what it can do - Advantage
Which means that - Benefit?
Example
Customer Need
“We’ve paid too much money over the years trying to maintain a poorly installed roofing system on the business properties that we rent out. One of our buildings is the Headquarters of a national manufacturing firm”
“They are furious when the roof leaks and are threatening to cancel their rental agreement with us. This is our largest tenant and if they terminate their contract our profits will be affected to the tune of 40%. It could be months before we find another tenant of their size and stature”
Feature
Our AllWeather solution uses a high density coating and has a warranty of 40 years
Advantage
AllWeather sticks to all surface imperfections , seals all cracks and crevices and prevents any leakage. (This addresses the problem)
Benefit
This will ensure that your tenants will be satisfied that their factory will be free from leaks and will withdraw their threat of cancelling their contract with you. Which means that you won’t have to spend time and money looking for another tenant.
We will provide you with a certificate of warranty that you can show them to satisfy their requirements.
At the same time this will allow you to increase profitability by lowering your previous maintenance costs. (This addresses the impact of the problem)
Things to remember:-
Sell only the benefits that relate to your customer’s problems/gaps or interests.
Make sure that when you present the benefits of your product or service that you include, how the benefit addresses the emotional and financial impacts.
Have your proofs ready at hand to support the statements you have made. Testimonials, Case studies, Data, are all very powerful in substantiating your claims
Presenting the solution as we have called this part of your process, is the point at which you match your clients’ problems, gaps etc. with your solutions.
Therefore you should now be able to see why the questioning section is so important. Read more tips on questioning
Unless you identify your clients’ situation, problems and gaps and impacts, it is impossible to match your solutions successfully.
Going back to my coaching client, it was nothing to do with the quality of leads or his ability to close. It’s all in the questioning and presenting the relevant solution.
Please leave me a comment below, sharing your thoughts on sales conversations, good and bad. Sharing is how we all improve.
Find A Way and be the Best You Can Be
Dylis
Email: dy...@dylisguyan.com
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
Message delivered directly to members of the group:
publish-the...@googlegroups.com
*****************************************************************
Please consider this free-reprint article written by:
Dylis Guyan
*****************************
IMPORTANT - Publication/Reprint Terms
- You have permission to publish this article electronically in free-only publications such as a website or an ezine as long as the bylines are included.
- You are not allowed to use this article for commercial purposes. The article should only be reprinted in a publicly accessible website and not in a members-only commercial site.
- You are not allowed to post/reprint this article in any sites/publications that contains or supports hate, violence, porn and warez or any indecent and illegal sites/publications.
- You are not allowed to use this article in UCE (Unsolicited Commercial Email) or SPAM. This article MUST be distributed in an opt-in email list only.
- If you distribute this article in an ezine or newsletter, we ask that you send a copy of the newsletter or ezine that contains the article to http://www.isnare.com/eta.php?aid=1900221
- If you post this article in a website/forum/blog, ALL links MUST be set to hyperlinks and we ask that you send a copy of the URL where the article is posted to http://www.isnare.com/eta.php?aid=1900221
- We request that you ask permission from the author if you want to publish this article in print.
The role of iSnare.com is only to distribute this article as part of its Article Distribution feature ( http://www.isnare.com/distribution.php ). iSnare.com does NOT own this article, please respect the author's copyright and this publication/reprint terms. If you do not agree to any of these terms, please do not reprint or publish this article.
*****************************
Article Title: Presenting Your Solution - Feature Advantage Benefit
Author: Dylis Guyan
Word Count: 1057
Article URL: http://www.isnare.com/?aid=1900221&ca=Business
Format: 64cpl
Contact The Author: http://www.isnare.com/eta.php?aid=1900221
Easy Publish Tool: http://www.isnare.com/html.php?aid=1900221
*********************** ARTICLE START ***********************
One of my new coaching clients contacted me because they were having great difficulty in closing the sale and wanted help.
He was great at making appointments but his conversion rate from appointment to sale was really low.
He blamed the quality of the leads, he blamed the lead providers. He said he would be brilliant if only he had more quality leads.
During our discussions I discovered his telephone skills were really good but once he got to the appointment, here’s what happened;
He became complacent. Because he had the appointment he thought he could just “show up” and “throw up”.
In other words, because the decision maker had agreed to see him he thought they must be really interested and all he had to do was show up and present his product.
WRONG!
The secret is continual emphasis on relevance.
You may have a number of products and all of those will have certain features.
You need to know which ones are relevant to your prospective client.
To do this you must engage in conversation and ask questions, then you can present a relevant solution which meets the exact needs of your client.
Have a look at this article for more on tips on questioning
Your client is only interested in “What’s in it for me” They don’t want to hear about everything in your armoury.
So here’s what to do:
After you have carried out the questioning part of your sales process and discovered your clients;
Present Situation
What they want to achieve ideally
The challenges that are stopping them from achieving their ideal objective
The Impact of those challenges, including the emotional and financial impacts.
The Benefits of change
Recap on the information that you have gathered. This gives your client the opportunity to hear it all again and confirm that what you have recapped is what they actually said.
Then AND ONLY THEN start to present your solution.
It is important to raise interest at the beginning of the sales presentation but this must be maintained throughout the meeting.
Again……The secret is continual emphasis on relevance.
The only thing relevant to your customer is the answer to his question ‘what’s in it for me?’
The answer to this question must of course, always be A BENEFIT
What doesn’t seem to be so obvious is that a benefit is not the same as a feature.
FEATURES are what companies put into their products/service. What a customer buys is not the feature itself, but what the customer gets out of it.
These two are linked by the ADVANTAGE
Let’s look at an easy way of remembering this:
F.A.B.
Feature - what it is
Advantage - what it can do
Benefit - matches the need of the customer
This can be presented to the customer in the following way:-
Start by restating the NEED. This will help you to keep the FAB statement relevant.
This is what it is - Feature
This is what it can do - Advantage
Which means that - Benefit?
Example
Customer Need
“We’ve paid too much money over the years trying to maintain a poorly installed roofing system on the business properties that we rent out. One of our buildings is the Headquarters of a national manufacturing firm”
“They are furious when the roof leaks and are threatening to cancel their rental agreement with us. This is our largest tenant and if they terminate their contract our profits will be affected to the tune of 40%. It could be months before we find another tenant of their size and stature”
Feature
Our AllWeather solution uses a high density coating and has a warranty of 40 years
Advantage
AllWeather sticks to all surface imperfections , seals all cracks and crevices and prevents any leakage. (This addresses the problem)
Benefit
This will ensure that your tenants will be satisfied that their factory will be free from leaks and will withdraw their threat of cancelling their contract with you. Which means that you won’t have to spend time and money looking for another tenant.
We will provide you with a certificate of warranty that you can show them to satisfy their requirements.
At the same time this will allow you to increase profitability by lowering your previous maintenance costs. (This addresses the impact of the problem)
Things to remember:-
Sell only the benefits that relate to your customer’s problems/gaps or interests.
Make sure that when you present the benefits of your product or service that you include, how the benefit addresses the emotional and financial impacts.
Have your proofs ready at hand to support the statements you have made. Testimonials, Case studies, Data, are all very powerful in substantiating your claims
Presenting the solution as we have called this part of your process, is the point at which you match your clients’ problems, gaps etc. with your solutions.
Therefore you should now be able to see why the questioning section is so important. Read more tips on questioning
Unless you identify your clients’ situation, problems and gaps and impacts, it is impossible to match your solutions successfully.
Going back to my coaching client, it was nothing to do with the quality of leads or his ability to close. It’s all in the questioning and presenting the relevant solution.
Please leave me a comment below, sharing your thoughts on sales conversations, good and bad. Sharing is how we all improve.
Find A Way and be the Best You Can Be
Dylis
Email: dy...@dylisguyan.com
*********************** ARTICLE END ***********************
- To distribute your articles go to http://www.isnare.com/distribution.php
- For more free-reprint articles go to http://www.isnare.com
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