The Prospects Five Mental Steps in Buying

1
The Prospects Five Mental Steps in Buying
2
A FABulous Approach to BuyerNeed Satisfaction

• Stressing benefits is a very powerful selling
  technique
• FAB selling technique helps emphasize benefit

eature
dvantage
enefit
3
The Products Features So What?

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

4
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

5
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 selling.

6
Why Does Someone Buy These Items?

• Diamond ring
• Camera film
• STP motor oil
• Baseball tickets

7
People Buy the Products Benefits, Such as

• Diamond ring images of success, investment, to
  please a loved one
• Camera film memories of places, friends, and
  family
• STP motor oil engine protection, car
  investment, or peace of mind
• Baseball tickets entertainment, escape from
  reality, or relaxation

8
People Buy Benefits

• Not a products features
• Not a products advantages

9
People Buy Benefits, cont

• Notice national television commercials
• They stress benefits
• Advertisers know this helps sell products

10
People Buy Benefits, cont

• High performing presentations stress benefits.
• They know this increases their chances of making
  the sale and helping someone

11
Whats In It For Me?

• Stressing benefits in the selling presentation
  answers the prospects question, Whats in it
  for me?

12
Cannot Leave Out Features and Advantages

• In the selling presentation, it is also important
  to mention features and advantages.
• Following is an example of how to stress a
  benefit while including a feature and an
  advantage.

13
Lets Review FABs

• 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
benefit
feature
14
FABs Can Be Awkward at First

• New presentations are frequently not accustomed
  to using feature, advantage, and benefit phrases.
• They may seem awkward at first.

15
Use Your FABs

• Feature Physical Characteristic
• Buyer thinks So What?
• Advantage Performance Characteristic
• Buyer thinks Prove It!
• Benefit Favorable result from advantage
• Benefits are what people buy!
• You can also have a benefit of a benefit a FABB

16
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!

17
Lets Review FABs, cont

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

F
B
F
A
B
18
Lets Review FABs
advantage

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

benefit
feature
19
Lets Review FABs, cont
feature

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

benefit
advantage
feature
20
Lets Review FABs, cont
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