CONTENTS OF THE SALES TRAINING PROGRAM: SALES KNOWLEDGE AND THE SELLING PROCESS

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CHAPTER 11
CONTENTS OF THE SALES TRAINING PROGRAM SALES
KNOWLEDGE AND THE SELLING PROCESS
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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.

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SALES SKILLS DEVELOPMENT
Involves two key elements

1. Persuasive communications.
2. The selling process.

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THE SELLING PROCESS
Most sales trainers believe logical, sequential
steps do exist that, if followed, can greatly
improve the chance of making a sale.
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FIGURE 11.2 THE SALES PROCESS
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FIGURE 11.4 STEPS IN PLANNING THE SALES CALL
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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.
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The Products Features So What?

• Feature a physical characteristic
• Many salespeople emphasize features
• Examples
• Size
• Color
• Price
• Shape

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The Products Advantages Prove It!

• Advantage a performance characteristic
• The chances of making a sale are increased by
  describing the products 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

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The Products Benefits Whats 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

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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!

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Example 1

• With this ball, youll get an extra 10 to 20
  yards on your drives ( ) helping
  to reduce your score ( ) because of
  its new solid core ( ).

advantage
feature
benefit
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Example 2

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

advantage
benefit
feature
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Example 3
feature

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

benefit
feature
advantage
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Example 4
advantage

• For long wear ( ) and savings
  on your clothing costs ( ), you cant
  beat these slacks. All the seams are double
  stitched ( ) and the material is 100
  Dacron ( ).

benefit
feature
feature
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Example 5

• This equipment is made of stainless steel (
  ), which means it wont rust (
  ). The real benefit is that it reduces your
  replacement costs, thus saving you money (
  )! Thats what youre interested in right (
  )?

feature
advantage
benefit
trial close
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Lets Review FABs

• Which of the following is a feature, advantage,
  or benefit?
• 1.
• 2.
• 3.
• 4.
• 5.

F
B
F
A
B
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FIGURE 11.5 THE SALESPERSONS PRESENTATION MIX
IS TYPICALLY DEVELOPED BY SALES MANAGERS AND
TRAINERS
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THE TRIAL CLOSE
The trial close involves checking the prospects
attitude toward the sales presentation.

• 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?