Solving Customer Problems

At this stage of the sales conversation, the salesperson's role takes center stage. After emphasizing the importance of allowing the prospect to speak for the majority of the interaction (at least 80%), it's now time for the salesperson to engage actively.?

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Assessing Our Progress:?

Let's take a moment to review where we stand in the sales conversation, putting everything into perspective.?

We've successfully completed the prospecting and qualifying phases, earning a meeting where we conducted our discovery process using the SPIN framework (Situation, Problem, Implication, and Need). During this discovery phase, we've identified a couple of key areas where our prospects could benefit from improvement. After confirming the prospect's interest in learning about our potential solutions, it's our moment to introduce how our features align with their specific challenges. When communicating how our features can address these challenges, we'll leverage our skill in storytelling, casting the prospect as the main character in a narrative that holds the promise of transformation.?

Distinguishing Features from Benefits:?

Every product or service boasts a range of features, and while they're undoubtedly noteworthy, the crucial question is: Are they genuinely useful? Drawing from my experience selling Human Resources Services, consider a feature like processing payroll onto a debit card. This feature proved valuable for companies with employees facing banking challenges, but its applicability was limited elsewhere.?

Here's an exercise: Search online for a "conference system for meeting room," navigate to the shopping section, and choose a product. As you scroll through the features or specifications, you'll encounter various unique attributes, each with a distinct purpose. However, not all these features contribute equally to achieving the desired outcome.?

Understanding the disparity between features and benefits can shield you from the common sales pitfall of "show-up-and-throw-up." This phenomenon occurs when a salesperson fails to listen during the discovery phase, or even skips it entirely, diving into an information dump about their product or service without considering whether these details are relevant to the prospect's needs. Remember, always tailor your solution to the specific problems or goals uncovered during the discovery phase.?

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Features, Evidence, Benefits, and Agreement (FEEBA)?

Now that we've established the importance of selecting relevant features and aligning them with the prospect's challenges, let's delve deeper into the FEEBA framework—a structured approach to presenting your solution effectively.?

Features: The Foundation of Value Begin by identifying the specific features that directly address the problems unearthed during the discovery phase. These features serve as the foundation of your solution. Carefully choose those that offer the most direct and impactful resolution to the issues at hand. Remember, quality trumps quantity; it's better to highlight a few pivotal features rather than overwhelming the prospect with an exhaustive list.?

Evidence (Visual): Painting a Picture To add depth and tangibility to your solution, leverage visual aids from your marketing materials. These could include diagrams, charts, infographics, or images that visually depict how the identified features interact to resolve the prospect's challenges. Visual evidence not only clarifies the technical aspects but also engages the prospect's imagination, making the solution more relatable.?

Old School Wisdom: Word pictures are particularly important when telling a story. A word picture is a tool to help the prospect visualize and connect with the story.??

Evidence (Verbal): Storytelling for Relevance Conveying your solution through a compelling narrative enhances its impact. Share a real-world story where a previous client encountered a similar challenge and effectively utilized the features you're presenting. Alternatively, explain how the prospect themselves could apply these features to overcome their obstacles. This storytelling approach bridges the gap between theory and practical application, making your solution resonate deeply.?

Benefits: Translating Features into Value At this stage, transition from the technical details (features) to the tangible advantages they offer (benefits). Translate the features into how they directly address the prospect's challenges and contribute to their goals. Emphasize the positive outcomes, such as increased efficiency, cost savings, improved productivity, or enhanced customer satisfaction. Benefits are what truly resonate with the prospect, as they illuminate the value your solution brings.?

Agreement: Confirming Mutual Understanding Conclude your presentation by seeking agreement from the prospect. Invite them to share their thoughts on how the presented features align with their challenges and objectives. This engagement fosters a mutual understanding and encourages an open dialogue. By confirming that the features you've highlighted indeed provide a solution to their identified problem, you solidify the value of your offering.?

Incorporating the FEEBA framework ensures a seamless flow in presenting your solution. It guides you from the fundamental features through the visual and verbal evidence, culminating in a strong articulation of the benefits your solution delivers. Finally, by seeking agreement, you establish a collaborative rapport with the prospect, paving the way for further discussions and potential commitment.?

Remember, each element of the FEEBA framework plays a crucial role in constructing a compelling narrative that resonates with the prospect's needs, ensuring that your solution remains not just a set of features but a transformative and value-driven proposition.?