If you are struggling to get your customers to buy what you’re selling, you might not be doing it right. Read on to find out how this method can help.
Have you encountered situations where you sometimes seem to end up nowhere when you are trying to communicate with your customers? Although you are aware of their needs and even provided solutions for them, you become stuck or trapped by your own words. And you find yourself unable to go straight to the point as your customers react with a confused look on their face.
During a presentation, you may have covered everything there is to know about the product, but your customer still doesn't seem to acknowledge its advantages. And as you continue to prattle on, you can feel that you are far from closing the deal.
If you find yourself in a similar situation, the problem could simply be you didn't apply the right method. When it comes to product presentation and/or business opportunity sharing, professional skills are essential. Let's see how the FABE Sales Method can help you.
FABE stands for
FEATURES
ADVANTAGES
BENEFITS
EEVIDENCE
It analyses and documents a commodity from four aspects, and organises the data into relatable product claims. Through these four key components, the FABE Sales Method deals with the customer's concerns in order to facilitate product sales. Specifically, a successful sale can be accomplished via the following four stages:
Always use the word "Because..."
Features basically means the fundamental functions of a product, such as its characteristics and attributes, and how it caters to the customer's needs. Out of the millions of products in the market, why should they choose Amway? Hence you need to know the potentials of your product. Look for the characteristics that your competitors may have missed out or haven't thought of. Once you give your customers an answer that "makes perfect sense, but one that is out of their expectation", the next step will be much easier.
Always use the word "Therefore..."
Advantages refer to the exact functions of a product. Customers want to see the real results of your product. By making comparisons, you can justify why the customer is making the right purchase.
Always use the phrase "As for you ..."
You must explain to your customers how will your product(s) and/or business opportunity benefit them. Always put your customers' best interests first. Focus on the perks and good results they will enjoy in order to arouse their desire to buy your products. For example, highlight short-term benefits such as improving their quality of life and long-term benefits such as achieving sustainable personal growth and living a better lifestyle by starting their own business venture.
Always use the phrase "Look at this..."
Use evidence to substantiate your products or business opportunities. Whenever possible, include endorsements, technical reports, media coverage, photographs, videos and other forms. Your evidence must be objective, authoritative, reliable and testifiable.
The FABE method can help you identify the various features that your customers are most interested in. You start by analysing the advantages of a particular feature, specify the potential benefits it brings to your customers and finally show the evidence to prove that your product/s are really beneficial to them.
F: List the FEATURES and/or characteristics of a commodity in detail
A: List the ADVANTAGES of a commodity
B: Describe the BENEFITS to the customers
E: Provide EVIDENCE that they meet the customers' requirements
The FABE Sales Methods require that you and your business partners fully understand the products and your customers before practicing skilful communication on a one-on-one basis. Once you have mastered this professional skill, your selling experience will become smoother. So remember to practice!
