Take the Lead: Building Relationships through Features & Benefits
Wendy Harris
Guiding You to Reach new clients, Inspire engagement, Nurture relationships, and Grow your business authentically. Elevate your impact - by leading conversations your way. LinkedIn Local Ayrshire Host
The scariest moment for any new sales recruit is when they get asked to 'Sell me this pen'.
This is when some will run and never come back. We need to change this and here's how I suggest we start...
If you're in Sales, and let's face it 'Everyone Works in Sales' to quote our good friend Niraj Kapur , then you should have come across the framework or acronym of F.A.B.
Features
Advantages
Benefits
I was first introduced to FAB in the late 80's (before the Wolf was born, lol) and for some reason I got muddled up the line between each were so thin.
It was frustrating.
That line is blurred for lots of 'things' I see online or in real life even today.
Does it matter?
Maybe, maybe not.
What I do know is that having a structure for building a case for a product or service needs to feature the advantages and show off the benefits. See what I did there?
To help us out, a lot, I got my good pal Jane Pallister MSc to share her framework FABTECA.
Jane and I connected at a networking group over a decade ago and immediately struck me as someone who knew her onions.
At one of those meetings Jane gave the feature presentation about FAB with her twist. I almost groaned out loud but was pleasantly surprised to not only follow what she was saying but understand it with a whole fresh relevance.
We can hung up on so many aspects of 'selling' that stops us from actually doing any, so if that sounds familiar, this conversation that counts is for you (and you, and you).
For those that may want to get straight to the juicy FABTECA bits here's the timestamp with a clue to some of the other lovely bits we spoke about too.
Timestamped summary of topics
00:01:48 FABTECA explained
00:09:30 Suitcase example
00:14:06 Under promise, over deliver to build loyalty
00:16:21 Model for productive conversations
00:19:27 Jane’s 20-year radio career
00:31:14 Proudly helped businesses during the Pandemic
00:33:37 Selling that pen, flight bag and features
Once you've had a listen, I'd love it if you would leave a review on the platform and maybe even drop me a comment with your thoughts.
Getting this part right with your own business unlocks lots of opportunities and is a part of the process I love getting involved with.
Our next episode is being prepared as I write and will be about processes.
领英推荐
The dullest topic ever is going to get spiced up!
Whilst you wait
It is worth mentioning I was a special guest with Larry Long Jr ?? on the Cold calling podcast from MonsterConnect
Larry always brings the energy and this was no exception! No scripted questions which brings the odd pause as I judge an appropriate response.
One last thing
Have you been getting out and about again?
I've launched a LinkedIn Local for Ayrshire over the summer and it's given me a boost of energy meeting my connections in real life.
Has your area got one of these? Maybe you could be a host?
A couple of my pals, like Larry Long Jr ?? and ??Janet Efere Sales Expert have expressed their own interest in starting one - you've got to now?!!
If you'd like to have a chat about how to make a start I'd be happy to help. I've also heard there could be a global online meetup for LinkedIn Local groups...I'll bring you more on this as it unfolds.
Until next time!
Do you need help putting conversations back to the heart of your business to serve your customers? Head to my?ChinWAG?diary link to find a good time to chat.
THANKS A BUNCH FOR READING, SHARING, LISTENING AND SUPPORTING!
Remember, you never know where a conversation will lead...it's up to you to take the lead.
Stay Curious & Speak Soon,
Wendy
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Who is Wendy?
With 36 years making conversations count for others, 18 of those years running her own business, she's started approx. 2 million conversations, helped 1000's of people through her training sessions and lined up billions of ￡￡￡'s in potential opportunities.?
"Don't let worry get in the way of your business building new relationships with customers."?
Fancy a?ChinWAG??Explore how she can help you.
Buy her?Book, a best seller on Amazon, how to sell over the phone that shares making conversations count.
Listen to Wendy's story?Wendy shares why she loves helping others start conversations.
Overcome sales objections, ghosting, prospecting challenges and generate more sales. Personalised 1:1 Sales & LinkedIn coaching. Group Training also available. 30 years international selling experience.
1 年Thanks for the lovely shout out Wendy Harris and delighted you were on a podcast with Larry. He is awesome.
Championing the need for good health and balance in a vibrant working environment.
1 年I agree Wendy Harris, great post. Not everyone is a natural sales person and yet with training and support and of course belief in the product/service, they can build those relationships and excel.
Thank you Wendy Harris for an excellent post. “ Sell me the Pen “, an excellent technique from the recruiter to tap into the applicant’s mind to see if they care, if they value their clients and the products or services that they will sell. The sales profession is very Nobel when it’s practiced with elegance and consultative approach. Earning living while adding value to people’s lives and be a contributor to the world around us is very fulfilling. During my career in sales and marketing I have sold and been sold elegantly. I have observed those who sold me, and those who also UNSOLD me their products and service. Those who unsold me their products and services, talked more, listened less, and in some cases added “ ONE “ more word, or didn’t watch the flags , or didn’t “ Close “ the sale. They did everything right, but failed in asking for the sale. They were either afraid from hearing a “ NO “, or focusing on selling instead of providing the true value of what they sell. Let’s be the light house to our clients, to educate them about the value of what we offering, focus on their needs and prosperity and their dreams. Let’s respect that our clients have chosen us to enlighten them about our products and services.