What Can You Say In Front Of Customers Without Knowing The Product?

Every time you give an enterprise training, a salesperson who comes from different industries and sells different products will ask the same question: what are the characteristics, advantages and interests (FAB) of your company's products?

For sale, this is a very basic problem. To my surprise, some salespeople have never heard of FAB. Some people have heard of it, but they can clearly describe the FAB of the product they sell. But it is not as good as a few of the conclusions I summarized after studying the company's website before training.

Old bird class: know how to ask and listen. For the needs of customers, introduce to the customer no more than three most important characteristics and advantages and interests that can meet the needs of customers. More experienced salesmen know that bosses are most concerned about interests, department managers care about product advantages, technicians care about characteristics, and use department care function.

At the same time, the interests can be materialized.

The company that I used to serve is a manufacturer of light ceiling and partition system, and the anti-corrosion treatment of the light steel structure of the supporting system is the selling point of our products.

At the beginning of our product FAB, it is stated: "the light steel components provided by our company are made of high quality continuous hot-dip galvanized steel strip (the zinc plating thickness is 130 grams over 80 grams of national standard), which can effectively prevent corrosion and rust and greatly extend the service life of building interior decoration".

Later, we changed to "light steel components using high quality continuous hot-dip galvanized steel strip (zinc plating thickness of 130 grams over 80 grams of national standard), which can effectively fight corrosion and rust for more than 10 years without maintenance and save customer costs". Note: "effective anti-corrosion and rust prevention for 10 years" makes the benefits of product performance obvious and very specific.

Bird walking class: appear in the image of technical experts, help customers solve problems, provide technical solutions for customers, and establish good relations with customers.

By brainwashing customers, persuading or influencing customers to use your company's product characteristics and technical standards as purchasing criteria or writing bidding documents to stop competitors.

A company is a chemical anchorage company. Its sales team, visiting Dr. Lee, the chief contractor of a tunnel project, understands that customers have the following concerns about the chemical anchorage scheme in the tunnel: (1) the impact of boreholes in the anchorage scheme on the damage of the tunnel tube; and whether the wet environment of the tunnel will affect the mechanical properties of the chemical anchorage agent.

In view of the customers' concerns, A has put forward a detailed solution. It focuses on the characteristics and advantages of A's chemical anchoring agent's shallow depth and moisture resistance environment. In fact, this is the advantage of A products relative to its competitors.

In the product demonstration, it is constantly strengthening the customers' concerns and emphasizing the benefits brought by A products to customers.

Sure enough, the anchorage plan of the total package adopted the suggestion of A company, and determined the technical requirements such as shallow depth and wet environment in the form of bidding and tendering.

All manufacturers participating in bidding and tendering must first take part in product testing to achieve the technical specifications set by the total package.

The test results were within the expectation of A company, but also in anticipation of competitors.

Test results A company won the battle.

In fact, the characteristics and advantages of different companies are different. The key is how to influence the decision of customers to enter the manufacturing barriers for competitors.