SlideShare a Scribd company logo
The Psychology of Selling: WhyThe Psychology of Selling: Why
People BuyPeople Buy
Chapter
4
Main TopicsMain Topics
 The Tree of Business Life: Benefits
 Why People Buy–The Black Box Approach
 Psychological Influences on Buying
 A FABulous Approach to Buyer Need Satisfaction
 How to Determine Important Buying Needs–a Key to
Success
 The Trial Close–a Great Way to Uncover Needs and
SELL
Chapter
4
Main TopicsMain Topics
 SELL Sequence
 Your Buyer’s Perception
 Perceptions, Attitudes, and Beliefs
 The Buyer’s Personality Should Be Considered
 Adaptive Selling Based on Buyer’s Style
Chapter
4
Main TopicsMain Topics
 You Can Classify Buying Situations
 Technology Provides Information
 Viewing Buyers as Decision Makers
 Satisfied Customers Are Easier to Sell to
 To Buy or Not To Buy–a Choice Decision
Chapter
4
The Tree of Business Life: Benefits
I
T C
Ethical
Service
Builds
True
Relationships
T
T T
T T T T
T T T T
Guided by The GoldenThe Golden
RuleRule, emphasize benefits
to improve your:
 Communication Skills
 Ability to unselfishly help a person
make the correct buying decision
Exhibit 4-1: Why People Buy–The Black Box
Approach
 ____________ process is referred to as a
black box
We cannot see into the buyer’s mind
 Stimulus-response model
Exhibit 4-1: Stimulus-response model of buyer behavior
Stimulus Black box Response
Sales Presentation
Buyer’s Hidden
Mental Process Sale/No Sale
enefit
dvantage
A FABulous Approach to Buyer
Need Satisfaction
 Stressing ______ is a very powerful selling
technique
 FAB selling technique helps emphasize
benefit
 F
 A
 B
eature
The Product’s Features: So What?
 Feature – a ________ characteristic
 Many salespeople emphasize features
 Examples:
Size
Color
Price
Shape
The Product’s Advantages: Prove It!
 Advantage – a ___________ 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 ______ __ _________
 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
People Buy Benefit(s)
 Notice national television commercials
They stress benefits
Advertisers know this helps ____ products
Example: Sporting Goods Salesperson to
Customer:
 “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 (_______).”
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
Use the FAB Sequence
 The standardized ___ ________ 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 in your own words
 Try it – it works!
 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
Let’s Review FABs
 “Blade changing is quick (_________) and
easy (_______) with this saw because it has
a push button blade release (_______)”
Let’s Review FABs
 “The king size (_______) will bring you
additional profits (_______) because it is the
fastest growing (_________) and a more
economical size (_______)”
Let’s Review FABs
 “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 (_______).”
The Trial Close–a Great Way to Uncover
Needs and Sell
 The trial close asks for an _______, not a
decision to buy
 It gives feedback
 The trial close is one of the best
communication techniques in the sales
presentation
In These Examples of Trial Closes, Notice
They Do NOT Ask Someone to Buy Directly
 “How does that sound to you?”
 “Is this important to you?”
 “That’s great – isn’t it?”
 “I notice your smile. What do you think
about…?”
SELL Sequence
 SELL Sequence
- Show Feature
- Explain advantage
- Lead into benefit
- Let customer talk
S
E
L
L
- physical characteristic
- performance characteristic
- result of advantage
- ask opinion question
Exhibit 4-5: The SELL Sequence: Use It
Throughout Your Presentation
S E L L
Show
feature
Explain
advantage
Lead
into benefit
Let
customer talk
Industrial Salesperson to Industrial
Purchasing Agent:
 “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 (____ ____)?”
It Helps to Construct Four Columns in
Creating Your SELL Sequence
Feature
 Product made
of stainless
steel
Advantage
Will not rust
Benefit
 Reduces your
replacement
cost
Trial Close
 How does it
sound to
you?
Exhibit 4-6: Examples of Features, Advantages,
Benefits, and Trial Closes that Form the SELL Sequence
Features
(physical characteristics)
Advantages
(performance characteristics)
Benefits
(result from advantage)
Trial Closes
(feedback questions)
1. Nationally advertised
consumer product
2. Air conditioner with a high
energy-efficiency rating
3. Product made of stainless
steel
4. Supermarket computer
system with IBM 3651
Store Controller
5. Five percent interest on
money in bank checking
NOW account
6. Golf club head made of
aerodynamically designed
titanium steel
1. Will sell more product
2. Uses less electricity
3. Will not rust
4. Can store more
information and retrieve
it rapidly by supervising
up to 24 grocery check-out
scanners and terminals
and look up prices on up
to 22,000 items
5. Earns interest that would
not normally be received
6. Increased club head
speed, longer drives
1. Will make you a high
profit
2. Saves 10 percent in energy
costs
3. Reduces your replacement
costs
4. Provides greater accuracy,
register balancing, store
ordering, and inventory
management
5. Gives you one extra bag of
groceries each month
6. Lower scores
1. What do you think?
2. Is that important to you?
3. How does that sound to
you?
4. That’s great–isn’t it?
5. Do you want to earn
extra money?
6. And that’s what counts–
right?
 __________ typing
 Adapt your presentation to the buyer’s
style
T
I
F
S
ntuitor style
Adaptive Selling Based on Buyer’s Style
ensor style
eeler style
hinker style
Exhibit 4-8: Guidelines to Identify
Personality Style
Watch for Clues to Someone’s Personality
Type
 How would you describe this person?
 What is her time orientation – past, present,
future?
 What does her desk look
like?
 What does her room
look like?
 How does she dress?
Determining Style Can Be Difficult
 What is the person’s primary style?
 What is the person’s secondary style?
 Does the person’s style comprise all four
types?
First Know Your Style
 This helps you to adapt to the other person’s
style
 Which leads to better ____________
 Knowing your style helps you identify a
person’s style, especially if your styles are
the same (It takes one to know one)
Answers to Blanks
1. Internalization
2. benefits
3. physical
4. performance
5. result of advantage
6. sell
7. advantage
8. benefit
9. feature
10. FAB Sequence
11. advantage
12. benefit
13. feature
14. feature
15.benefit
16.advantage
17.feature
18.advantage
Answers to Blanks
19. benefit
20. feature
21. feature
22. opinion
23. feature
24. advantage
25. benefit
26. trial close
27. Personality
28. communication

More Related Content

What's hot

Retail Customer Service
Retail Customer ServiceRetail Customer Service
Retail Customer ServiceVinay Shekhar
 
Retail Store Management PowerPoint Presentation Slides
Retail Store Management PowerPoint Presentation SlidesRetail Store Management PowerPoint Presentation Slides
Retail Store Management PowerPoint Presentation SlidesSlideTeam
 
Sales techniques new
Sales techniques newSales techniques new
Sales techniques newanantharaman
 
Sales skills handouts
Sales skills handoutsSales skills handouts
Sales skills handoutsGeorges Caron
 
Customer Relationship Management Strategies PowerPoint Presentation Slides
Customer Relationship Management Strategies PowerPoint Presentation SlidesCustomer Relationship Management Strategies PowerPoint Presentation Slides
Customer Relationship Management Strategies PowerPoint Presentation SlidesSlideTeam
 
Retail Selling Techniques
Retail Selling TechniquesRetail Selling Techniques
Retail Selling TechniquesMukul Bhartiya
 
Can I Help You: Retail Selling
Can I Help You: Retail SellingCan I Help You: Retail Selling
Can I Help You: Retail SellingDebra Templar
 
Psychology of Selling
Psychology of SellingPsychology of Selling
Psychology of SellingAnuj Sharma
 
Consultative sales success strategy
Consultative sales success strategyConsultative sales success strategy
Consultative sales success strategyAnshumali Saxena
 
Reach Sales Training Manual
Reach Sales Training ManualReach Sales Training Manual
Reach Sales Training ManualGreg White
 
Sales training module presentation slides john
Sales training module presentation slides johnSales training module presentation slides john
Sales training module presentation slides johnJohn Ndukwe Ibebunjo
 
Distribution Management & Marketing Mix
Distribution Management & Marketing MixDistribution Management & Marketing Mix
Distribution Management & Marketing MixAnuj Sharma
 

What's hot (20)

Sales Call
Sales CallSales Call
Sales Call
 
RETAIL SALES TRAINING
RETAIL SALES TRAININGRETAIL SALES TRAINING
RETAIL SALES TRAINING
 
Retail Customer Service
Retail Customer ServiceRetail Customer Service
Retail Customer Service
 
Retail Store Management PowerPoint Presentation Slides
Retail Store Management PowerPoint Presentation SlidesRetail Store Management PowerPoint Presentation Slides
Retail Store Management PowerPoint Presentation Slides
 
Selling Skills
Selling SkillsSelling Skills
Selling Skills
 
Sales techniques new
Sales techniques newSales techniques new
Sales techniques new
 
Sales skills handouts
Sales skills handoutsSales skills handouts
Sales skills handouts
 
Customer Relationship Management Strategies PowerPoint Presentation Slides
Customer Relationship Management Strategies PowerPoint Presentation SlidesCustomer Relationship Management Strategies PowerPoint Presentation Slides
Customer Relationship Management Strategies PowerPoint Presentation Slides
 
Retail Selling Techniques
Retail Selling TechniquesRetail Selling Techniques
Retail Selling Techniques
 
Session 1 - Introduction to Customer Experience Management.ppt
Session 1 - Introduction to Customer Experience Management.pptSession 1 - Introduction to Customer Experience Management.ppt
Session 1 - Introduction to Customer Experience Management.ppt
 
Can I Help You: Retail Selling
Can I Help You: Retail SellingCan I Help You: Retail Selling
Can I Help You: Retail Selling
 
Feature Areas
Feature AreasFeature Areas
Feature Areas
 
Psychology of Selling
Psychology of SellingPsychology of Selling
Psychology of Selling
 
Consultative sales success strategy
Consultative sales success strategyConsultative sales success strategy
Consultative sales success strategy
 
Sales And Marketing Workshop
Sales And Marketing WorkshopSales And Marketing Workshop
Sales And Marketing Workshop
 
Retail Sales Training
Retail Sales TrainingRetail Sales Training
Retail Sales Training
 
Reach Sales Training Manual
Reach Sales Training ManualReach Sales Training Manual
Reach Sales Training Manual
 
Sales training module presentation slides john
Sales training module presentation slides johnSales training module presentation slides john
Sales training module presentation slides john
 
Distribution Management & Marketing Mix
Distribution Management & Marketing MixDistribution Management & Marketing Mix
Distribution Management & Marketing Mix
 
Selling skills
Selling skillsSelling skills
Selling skills
 

Similar to Selling fab

Product development.environment&marke tpptx
Product development.environment&marke tpptxProduct development.environment&marke tpptx
Product development.environment&marke tpptxCeleste Dela Cruz
 
Training Overview
Training OverviewTraining Overview
Training OverviewBarryMHurst
 
Unit 2 personal selling ppt
Unit 2 personal selling pptUnit 2 personal selling ppt
Unit 2 personal selling pptSanjna Aggarwal
 
innovation-180409100133.pdf
innovation-180409100133.pdfinnovation-180409100133.pdf
innovation-180409100133.pdflakshmimegan
 
Pharma selling challenges
Pharma selling challenges Pharma selling challenges
Pharma selling challenges Taleb Hammad
 
strategic_selling_mgc.pdfjjjkksjkjsdksjdks
strategic_selling_mgc.pdfjjjkksjkjsdksjdksstrategic_selling_mgc.pdfjjjkksjkjsdksjdks
strategic_selling_mgc.pdfjjjkksjkjsdksjdksPipinPhee
 
Corporate sales, Product types, Customer types, Customer buying decision fac...
 Corporate sales, Product types, Customer types, Customer buying decision fac... Corporate sales, Product types, Customer types, Customer buying decision fac...
Corporate sales, Product types, Customer types, Customer buying decision fac...Mohamed Motamed
 
Innovation & Entrepreneurship - From Basics to Open Innovation
Innovation & Entrepreneurship - From Basics to Open InnovationInnovation & Entrepreneurship - From Basics to Open Innovation
Innovation & Entrepreneurship - From Basics to Open InnovationNikolaos Vaslamatzis
 
Elements of production planning for goods and services
Elements of production planning for goods and servicesElements of production planning for goods and services
Elements of production planning for goods and servicesAlexander Decker
 
Chapter 4 Psychology of Selling ppt
Chapter 4 Psychology of Selling pptChapter 4 Psychology of Selling ppt
Chapter 4 Psychology of Selling pptswhitman1
 
The psychology of selling
The psychology of selling The psychology of selling
The psychology of selling Mehdi H.Mahfoud
 
CSS 11 Q1 W2 Environment and Market.pptx
CSS 11 Q1 W2 Environment and Market.pptxCSS 11 Q1 W2 Environment and Market.pptx
CSS 11 Q1 W2 Environment and Market.pptxAngelynCacho
 
vijay
vijayvijay
vijayvijay
 
7 Habits Of Highly Effective Salespeople
7 Habits Of Highly Effective Salespeople7 Habits Of Highly Effective Salespeople
7 Habits Of Highly Effective SalespeopleJack_Tillman
 
The Advertising Process
The Advertising ProcessThe Advertising Process
The Advertising ProcessAnubha Rastogi
 

Similar to Selling fab (20)

Product development.environment&marke tpptx
Product development.environment&marke tpptxProduct development.environment&marke tpptx
Product development.environment&marke tpptx
 
Marketing Skills
Marketing SkillsMarketing Skills
Marketing Skills
 
Chap04
Chap04Chap04
Chap04
 
Training Overview
Training OverviewTraining Overview
Training Overview
 
Unit 2 personal selling ppt
Unit 2 personal selling pptUnit 2 personal selling ppt
Unit 2 personal selling ppt
 
innovation-180409100133.pdf
innovation-180409100133.pdfinnovation-180409100133.pdf
innovation-180409100133.pdf
 
Selling-skills
Selling-skillsSelling-skills
Selling-skills
 
Pharma selling challenges
Pharma selling challenges Pharma selling challenges
Pharma selling challenges
 
Voice of the customer training
Voice of the customer trainingVoice of the customer training
Voice of the customer training
 
Voice of the customer training
Voice of the customer trainingVoice of the customer training
Voice of the customer training
 
strategic_selling_mgc.pdfjjjkksjkjsdksjdks
strategic_selling_mgc.pdfjjjkksjkjsdksjdksstrategic_selling_mgc.pdfjjjkksjkjsdksjdks
strategic_selling_mgc.pdfjjjkksjkjsdksjdks
 
Corporate sales, Product types, Customer types, Customer buying decision fac...
 Corporate sales, Product types, Customer types, Customer buying decision fac... Corporate sales, Product types, Customer types, Customer buying decision fac...
Corporate sales, Product types, Customer types, Customer buying decision fac...
 
Innovation & Entrepreneurship - From Basics to Open Innovation
Innovation & Entrepreneurship - From Basics to Open InnovationInnovation & Entrepreneurship - From Basics to Open Innovation
Innovation & Entrepreneurship - From Basics to Open Innovation
 
Elements of production planning for goods and services
Elements of production planning for goods and servicesElements of production planning for goods and services
Elements of production planning for goods and services
 
Chapter 4 Psychology of Selling ppt
Chapter 4 Psychology of Selling pptChapter 4 Psychology of Selling ppt
Chapter 4 Psychology of Selling ppt
 
The psychology of selling
The psychology of selling The psychology of selling
The psychology of selling
 
CSS 11 Q1 W2 Environment and Market.pptx
CSS 11 Q1 W2 Environment and Market.pptxCSS 11 Q1 W2 Environment and Market.pptx
CSS 11 Q1 W2 Environment and Market.pptx
 
vijay
vijayvijay
vijay
 
7 Habits Of Highly Effective Salespeople
7 Habits Of Highly Effective Salespeople7 Habits Of Highly Effective Salespeople
7 Habits Of Highly Effective Salespeople
 
The Advertising Process
The Advertising ProcessThe Advertising Process
The Advertising Process
 

More from Ashish Hande

5 social ethical issues in sdm
5 social ethical issues in sdm5 social ethical issues in sdm
5 social ethical issues in sdmAshish Hande
 
4 wholesaling-and-retailing
4 wholesaling-and-retailing4 wholesaling-and-retailing
4 wholesaling-and-retailingAshish Hande
 
3 channel-information-systems
3 channel-information-systems3 channel-information-systems
3 channel-information-systemsAshish Hande
 
2 management of channel-conflict
2 management of channel-conflict2 management of channel-conflict
2 management of channel-conflictAshish Hande
 
1 distribution cost analyis
1 distribution cost analyis1 distribution cost analyis
1 distribution cost analyisAshish Hande
 
Telemarketing ppt-1
Telemarketing ppt-1Telemarketing ppt-1
Telemarketing ppt-1Ashish Hande
 
CONSUMER BEHAVIOUR MODELS
CONSUMER BEHAVIOUR MODELSCONSUMER BEHAVIOUR MODELS
CONSUMER BEHAVIOUR MODELSAshish Hande
 
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOURCONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOURAshish Hande
 
MODEL OF CONSUMER BEHAVIOUR
MODEL OF CONSUMER BEHAVIOURMODEL OF CONSUMER BEHAVIOUR
MODEL OF CONSUMER BEHAVIOURAshish Hande
 
DIFFUSION OF INNOVATION
DIFFUSION OF INNOVATIONDIFFUSION OF INNOVATION
DIFFUSION OF INNOVATIONAshish Hande
 

More from Ashish Hande (20)

5 social ethical issues in sdm
5 social ethical issues in sdm5 social ethical issues in sdm
5 social ethical issues in sdm
 
4 wholesaling-and-retailing
4 wholesaling-and-retailing4 wholesaling-and-retailing
4 wholesaling-and-retailing
 
3 channel-information-systems
3 channel-information-systems3 channel-information-systems
3 channel-information-systems
 
2 management of channel-conflict
2 management of channel-conflict2 management of channel-conflict
2 management of channel-conflict
 
1 distribution cost analyis
1 distribution cost analyis1 distribution cost analyis
1 distribution cost analyis
 
Telemarketing ppt-1
Telemarketing ppt-1Telemarketing ppt-1
Telemarketing ppt-1
 
Sdm 4.0
Sdm 4.0Sdm 4.0
Sdm 4.0
 
Sdm 2.1
Sdm 2.1Sdm 2.1
Sdm 2.1
 
Sdm 2.0
Sdm 2.0Sdm 2.0
Sdm 2.0
 
Personal selling
Personal sellingPersonal selling
Personal selling
 
Sdm 1.3
Sdm 1.3Sdm 1.3
Sdm 1.3
 
Sdm 1.2
Sdm 1.2Sdm 1.2
Sdm 1.2
 
Sdm 1.0
Sdm 1.0Sdm 1.0
Sdm 1.0
 
Sdm 1.1
Sdm 1.1Sdm 1.1
Sdm 1.1
 
Models of cb
Models of cbModels of cb
Models of cb
 
Models of cb 1
Models of cb 1Models of cb 1
Models of cb 1
 
CONSUMER BEHAVIOUR MODELS
CONSUMER BEHAVIOUR MODELSCONSUMER BEHAVIOUR MODELS
CONSUMER BEHAVIOUR MODELS
 
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOURCONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
CONSUMER BEHAVIOUR INDUSTRIAL BUYING BEHAVIOUR
 
MODEL OF CONSUMER BEHAVIOUR
MODEL OF CONSUMER BEHAVIOURMODEL OF CONSUMER BEHAVIOUR
MODEL OF CONSUMER BEHAVIOUR
 
DIFFUSION OF INNOVATION
DIFFUSION OF INNOVATIONDIFFUSION OF INNOVATION
DIFFUSION OF INNOVATION
 

Recently uploaded

Basic_QTL_Marker-assisted_Selection_Sourabh.ppt
Basic_QTL_Marker-assisted_Selection_Sourabh.pptBasic_QTL_Marker-assisted_Selection_Sourabh.ppt
Basic_QTL_Marker-assisted_Selection_Sourabh.pptSourabh Kumar
 
[GDSC YCCE] Build with AI Online Presentation
[GDSC YCCE] Build with AI Online Presentation[GDSC YCCE] Build with AI Online Presentation
[GDSC YCCE] Build with AI Online PresentationGDSCYCCE
 
Gyanartha SciBizTech Quiz slideshare.pptx
Gyanartha SciBizTech Quiz slideshare.pptxGyanartha SciBizTech Quiz slideshare.pptx
Gyanartha SciBizTech Quiz slideshare.pptxShibin Azad
 
INU_CAPSTONEDESIGN_비밀번호486_업로드용 발표자료.pdf
INU_CAPSTONEDESIGN_비밀번호486_업로드용 발표자료.pdfINU_CAPSTONEDESIGN_비밀번호486_업로드용 발표자료.pdf
INU_CAPSTONEDESIGN_비밀번호486_업로드용 발표자료.pdfbu07226
 
Dementia (Alzheimer & vasular dementia).
Dementia (Alzheimer & vasular dementia).Dementia (Alzheimer & vasular dementia).
Dementia (Alzheimer & vasular dementia).Mohamed Rizk Khodair
 
Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17Celine George
 
How to Manage Notification Preferences in the Odoo 17
How to Manage Notification Preferences in the Odoo 17How to Manage Notification Preferences in the Odoo 17
How to Manage Notification Preferences in the Odoo 17Celine George
 
Pragya Champions Chalice 2024 Prelims & Finals Q/A set, General Quiz
Pragya Champions Chalice 2024 Prelims & Finals Q/A set, General QuizPragya Champions Chalice 2024 Prelims & Finals Q/A set, General Quiz
Pragya Champions Chalice 2024 Prelims & Finals Q/A set, General QuizPragya - UEM Kolkata Quiz Club
 
Morse OER Some Benefits and Challenges.pptx
Morse OER Some Benefits and Challenges.pptxMorse OER Some Benefits and Challenges.pptx
Morse OER Some Benefits and Challenges.pptxjmorse8
 
Championnat de France de Tennis de table/
Championnat de France de Tennis de table/Championnat de France de Tennis de table/
Championnat de France de Tennis de table/siemaillard
 
Basic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumersBasic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumersPedroFerreira53928
 
The Art Pastor's Guide to Sabbath | Steve Thomason
The Art Pastor's Guide to Sabbath | Steve ThomasonThe Art Pastor's Guide to Sabbath | Steve Thomason
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
 
How to Break the cycle of negative Thoughts
How to Break the cycle of negative ThoughtsHow to Break the cycle of negative Thoughts
How to Break the cycle of negative ThoughtsCol Mukteshwar Prasad
 
....................Muslim-Law notes.pdf
....................Muslim-Law notes.pdf....................Muslim-Law notes.pdf
....................Muslim-Law notes.pdfVikramadityaRaj
 
Basic Civil Engg Notes_Chapter-6_Environment Pollution & Engineering
Basic Civil Engg Notes_Chapter-6_Environment Pollution & EngineeringBasic Civil Engg Notes_Chapter-6_Environment Pollution & Engineering
Basic Civil Engg Notes_Chapter-6_Environment Pollution & EngineeringDenish Jangid
 
Neurulation and the formation of the neural tube
Neurulation and the formation of the neural tubeNeurulation and the formation of the neural tube
Neurulation and the formation of the neural tubeSaadHumayun7
 

Recently uploaded (20)

Basic_QTL_Marker-assisted_Selection_Sourabh.ppt
Basic_QTL_Marker-assisted_Selection_Sourabh.pptBasic_QTL_Marker-assisted_Selection_Sourabh.ppt
Basic_QTL_Marker-assisted_Selection_Sourabh.ppt
 
[GDSC YCCE] Build with AI Online Presentation
[GDSC YCCE] Build with AI Online Presentation[GDSC YCCE] Build with AI Online Presentation
[GDSC YCCE] Build with AI Online Presentation
 
Gyanartha SciBizTech Quiz slideshare.pptx
Gyanartha SciBizTech Quiz slideshare.pptxGyanartha SciBizTech Quiz slideshare.pptx
Gyanartha SciBizTech Quiz slideshare.pptx
 
Operations Management - Book1.p - Dr. Abdulfatah A. Salem
Operations Management - Book1.p  - Dr. Abdulfatah A. SalemOperations Management - Book1.p  - Dr. Abdulfatah A. Salem
Operations Management - Book1.p - Dr. Abdulfatah A. Salem
 
INU_CAPSTONEDESIGN_비밀번호486_업로드용 발표자료.pdf
INU_CAPSTONEDESIGN_비밀번호486_업로드용 발표자료.pdfINU_CAPSTONEDESIGN_비밀번호486_업로드용 발표자료.pdf
INU_CAPSTONEDESIGN_비밀번호486_업로드용 발표자료.pdf
 
Dementia (Alzheimer & vasular dementia).
Dementia (Alzheimer & vasular dementia).Dementia (Alzheimer & vasular dementia).
Dementia (Alzheimer & vasular dementia).
 
“O BEIJO” EM ARTE .
“O BEIJO” EM ARTE                       .“O BEIJO” EM ARTE                       .
“O BEIJO” EM ARTE .
 
Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17
Incoming and Outgoing Shipments in 2 STEPS Using Odoo 17
 
How to Manage Notification Preferences in the Odoo 17
How to Manage Notification Preferences in the Odoo 17How to Manage Notification Preferences in the Odoo 17
How to Manage Notification Preferences in the Odoo 17
 
Pragya Champions Chalice 2024 Prelims & Finals Q/A set, General Quiz
Pragya Champions Chalice 2024 Prelims & Finals Q/A set, General QuizPragya Champions Chalice 2024 Prelims & Finals Q/A set, General Quiz
Pragya Champions Chalice 2024 Prelims & Finals Q/A set, General Quiz
 
Morse OER Some Benefits and Challenges.pptx
Morse OER Some Benefits and Challenges.pptxMorse OER Some Benefits and Challenges.pptx
Morse OER Some Benefits and Challenges.pptx
 
Post Exam Fun(da) Intra UEM General Quiz - Finals.pdf
Post Exam Fun(da) Intra UEM General Quiz - Finals.pdfPost Exam Fun(da) Intra UEM General Quiz - Finals.pdf
Post Exam Fun(da) Intra UEM General Quiz - Finals.pdf
 
B.ed spl. HI pdusu exam paper-2023-24.pdf
B.ed spl. HI pdusu exam paper-2023-24.pdfB.ed spl. HI pdusu exam paper-2023-24.pdf
B.ed spl. HI pdusu exam paper-2023-24.pdf
 
Championnat de France de Tennis de table/
Championnat de France de Tennis de table/Championnat de France de Tennis de table/
Championnat de France de Tennis de table/
 
Basic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumersBasic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumers
 
The Art Pastor's Guide to Sabbath | Steve Thomason
The Art Pastor's Guide to Sabbath | Steve ThomasonThe Art Pastor's Guide to Sabbath | Steve Thomason
The Art Pastor's Guide to Sabbath | Steve Thomason
 
How to Break the cycle of negative Thoughts
How to Break the cycle of negative ThoughtsHow to Break the cycle of negative Thoughts
How to Break the cycle of negative Thoughts
 
....................Muslim-Law notes.pdf
....................Muslim-Law notes.pdf....................Muslim-Law notes.pdf
....................Muslim-Law notes.pdf
 
Basic Civil Engg Notes_Chapter-6_Environment Pollution & Engineering
Basic Civil Engg Notes_Chapter-6_Environment Pollution & EngineeringBasic Civil Engg Notes_Chapter-6_Environment Pollution & Engineering
Basic Civil Engg Notes_Chapter-6_Environment Pollution & Engineering
 
Neurulation and the formation of the neural tube
Neurulation and the formation of the neural tubeNeurulation and the formation of the neural tube
Neurulation and the formation of the neural tube
 

Selling fab

  • 1. The Psychology of Selling: WhyThe Psychology of Selling: Why People BuyPeople Buy Chapter 4
  • 2. Main TopicsMain Topics  The Tree of Business Life: Benefits  Why People Buy–The Black Box Approach  Psychological Influences on Buying  A FABulous Approach to Buyer Need Satisfaction  How to Determine Important Buying Needs–a Key to Success  The Trial Close–a Great Way to Uncover Needs and SELL Chapter 4
  • 3. Main TopicsMain Topics  SELL Sequence  Your Buyer’s Perception  Perceptions, Attitudes, and Beliefs  The Buyer’s Personality Should Be Considered  Adaptive Selling Based on Buyer’s Style Chapter 4
  • 4. Main TopicsMain Topics  You Can Classify Buying Situations  Technology Provides Information  Viewing Buyers as Decision Makers  Satisfied Customers Are Easier to Sell to  To Buy or Not To Buy–a Choice Decision Chapter 4
  • 5. The Tree of Business Life: Benefits I T C Ethical Service Builds True Relationships T T T T T T T T T T T Guided by The GoldenThe Golden RuleRule, emphasize benefits to improve your:  Communication Skills  Ability to unselfishly help a person make the correct buying decision
  • 6. Exhibit 4-1: Why People Buy–The Black Box Approach  ____________ process is referred to as a black box We cannot see into the buyer’s mind  Stimulus-response model Exhibit 4-1: Stimulus-response model of buyer behavior Stimulus Black box Response Sales Presentation Buyer’s Hidden Mental Process Sale/No Sale
  • 7. enefit dvantage A FABulous Approach to Buyer Need Satisfaction  Stressing ______ is a very powerful selling technique  FAB selling technique helps emphasize benefit  F  A  B eature
  • 8. The Product’s Features: So What?  Feature – a ________ characteristic  Many salespeople emphasize features  Examples: Size Color Price Shape
  • 9. The Product’s Advantages: Prove It!  Advantage – a ___________ 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
  • 10. The Product’s Benefits: What’s in it for Me?  Benefit – a ______ __ _________  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
  • 11. People Buy Benefit(s)  Notice national television commercials They stress benefits Advertisers know this helps ____ products
  • 12. Example: Sporting Goods Salesperson to Customer:  “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 (_______).”
  • 13. 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
  • 14. Use the FAB Sequence  The standardized ___ ________ 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 in your own words  Try it – it works!
  • 15.  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
  • 16. Let’s Review FABs  “Blade changing is quick (_________) and easy (_______) with this saw because it has a push button blade release (_______)”
  • 17. Let’s Review FABs  “The king size (_______) will bring you additional profits (_______) because it is the fastest growing (_________) and a more economical size (_______)”
  • 18. Let’s Review FABs  “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 (_______).”
  • 19. The Trial Close–a Great Way to Uncover Needs and Sell  The trial close asks for an _______, not a decision to buy  It gives feedback  The trial close is one of the best communication techniques in the sales presentation
  • 20. In These Examples of Trial Closes, Notice They Do NOT Ask Someone to Buy Directly  “How does that sound to you?”  “Is this important to you?”  “That’s great – isn’t it?”  “I notice your smile. What do you think about…?”
  • 21. SELL Sequence  SELL Sequence - Show Feature - Explain advantage - Lead into benefit - Let customer talk S E L L - physical characteristic - performance characteristic - result of advantage - ask opinion question
  • 22. Exhibit 4-5: The SELL Sequence: Use It Throughout Your Presentation S E L L Show feature Explain advantage Lead into benefit Let customer talk
  • 23. Industrial Salesperson to Industrial Purchasing Agent:  “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 (____ ____)?”
  • 24. It Helps to Construct Four Columns in Creating Your SELL Sequence Feature  Product made of stainless steel Advantage Will not rust Benefit  Reduces your replacement cost Trial Close  How does it sound to you?
  • 25. Exhibit 4-6: Examples of Features, Advantages, Benefits, and Trial Closes that Form the SELL Sequence Features (physical characteristics) Advantages (performance characteristics) Benefits (result from advantage) Trial Closes (feedback questions) 1. Nationally advertised consumer product 2. Air conditioner with a high energy-efficiency rating 3. Product made of stainless steel 4. Supermarket computer system with IBM 3651 Store Controller 5. Five percent interest on money in bank checking NOW account 6. Golf club head made of aerodynamically designed titanium steel 1. Will sell more product 2. Uses less electricity 3. Will not rust 4. Can store more information and retrieve it rapidly by supervising up to 24 grocery check-out scanners and terminals and look up prices on up to 22,000 items 5. Earns interest that would not normally be received 6. Increased club head speed, longer drives 1. Will make you a high profit 2. Saves 10 percent in energy costs 3. Reduces your replacement costs 4. Provides greater accuracy, register balancing, store ordering, and inventory management 5. Gives you one extra bag of groceries each month 6. Lower scores 1. What do you think? 2. Is that important to you? 3. How does that sound to you? 4. That’s great–isn’t it? 5. Do you want to earn extra money? 6. And that’s what counts– right?
  • 26.  __________ typing  Adapt your presentation to the buyer’s style T I F S ntuitor style Adaptive Selling Based on Buyer’s Style ensor style eeler style hinker style
  • 27. Exhibit 4-8: Guidelines to Identify Personality Style
  • 28. Watch for Clues to Someone’s Personality Type  How would you describe this person?  What is her time orientation – past, present, future?  What does her desk look like?  What does her room look like?  How does she dress?
  • 29. Determining Style Can Be Difficult  What is the person’s primary style?  What is the person’s secondary style?  Does the person’s style comprise all four types?
  • 30. First Know Your Style  This helps you to adapt to the other person’s style  Which leads to better ____________  Knowing your style helps you identify a person’s style, especially if your styles are the same (It takes one to know one)
  • 31. Answers to Blanks 1. Internalization 2. benefits 3. physical 4. performance 5. result of advantage 6. sell 7. advantage 8. benefit 9. feature 10. FAB Sequence 11. advantage 12. benefit 13. feature 14. feature 15.benefit 16.advantage 17.feature 18.advantage
  • 32. Answers to Blanks 19. benefit 20. feature 21. feature 22. opinion 23. feature 24. advantage 25. benefit 26. trial close 27. Personality 28. communication