FAB France should pay attention to several principles:
1, produced in New Zealand origin
point of view and seeking common ground
A is the advantages or advantage (advantage.), namely competitors What is the difference; example:" It is light enough so it can be portable to use. "
F refers to the properties or effectiveness (Features or the Fact) What are the characteristics and attributes that their own products, such as: "the efficacy of the same product, it is the lightest electronic engine, and only 10 pounds , "
divert attention
a certain brand of milk, for example:
visible, the characteristics of the goods characteristics is an objective reality, the advantages of commodities is uncovered in the comparison of other commodities, commodity interests of the characteristics you need to take goods and customers, consumer demand, the purchase mental combine linked with a particular customer. The same goods to different customers may mean different interests; different commodities on the same customer may mean that the same interests.
In general, when people consider the quality of goods level, technical performance, composition, structure, mainly reflected a rational motive; but when the people involved to the United States or not beautiful, fashionable or not, more more from the emotions and feelings to consider. Whether it is rational motives and behavior, or emotional motives and behavior, the hungry, words and deeds of the people has its logic, as a salesperson is necessary to understand people with different logic to persuade and guide, in accordance with their customary way of thinking, doing so will achieve good results. On the contrary, it may be counterproductive.
Seeking truth from facts is very important. In introducing the product, be sure to fact-based. Exaggerated, attack other brand to highlight their own products are not desirable. Once the customer is aware of your lie, trick, for the protection of their interests, trading activities wary, but will let you push the deal. The needs of each customer is different, no one product can meet all the needs. If you attempt to lie, exaggeration to recommend products, it will push those customers really want to buy
theretreat
sales to persuade a customer to accept the salesperson's point of view, but also a salesperson to mobilize customer emotions, these two aspects are complementary hungry. Customer acceptance of the salesperson's point of view, his emotions are also likely to be mobilized; customer emotions to be mobilized, will be easier to accept the salesperson's point of view.
the FAB in the Offers, the characteristics of the product itself, the goods have the advantages of the goods to the customer benefits to be described according to certain logical order, forming complete and perfect marketing persuasion.
the F-A-B: Features - Benefits - interests.
* A-F-B: the advantages - characteristics - interests.
* B-F-A: interests - characteristics - advantages.
* B-A-F: interest - advantages - characteristics.
Features description, answer the question, "What is it?" In general, in the sales presentation alone only the use of product characteristics, It does not have much convincing buyers interested in the product specific interests, rather than the characteristics of the product. Even if your product has the appearance or quality, then how can you like it? How its performance and it brought me What are the benefits? So you have to discuss the advantages of associated products and buyers need, and this is the reason why.
* natural green pastures in
* selected from the high immune health ; * Advantages: absolutely non-polluting, health, security
any kind of commodities have all aspects of the characteristics and features, as a salesman should be familiar, at least To the main business of goods or merchandise belonging to the main features characteristic to be familiar with the memory in mind.
(2) benefit (Advantage)
customers continue to ask the salesperson to give an affirmative answer, until the customer to make a purchase decision or the proposed new need to discuss the problem
2, add the fatty acids DHA ingredients
emotionalinduced
The * red is suitable for children 0-3 years old consumption. The
* green for children aged 3 to 6 years to eating
* Advantages: easy to discern, and convenience
(3) prioritize
characteristics: produced in New Zealand
, in accordance with the FAB method commodity promotion, sales occasions hungry specific scenarios, combining the features, advantages and benefits of the commodity to be complete elaboration.
insatiable
thea product that contains many elements, such as characteristics, ingredients, usage, and so on. May be involved in the introduction of terminology, but the customer level is uneven, not every customer can understand these terms. So we have to pay attention to in the introduction as much as possible instead of using simple words or image. Explains the logical statement is a smooth, makes one able to understand. If you feel that the expression is not strong, it would have to do more exercises in advance.
marketing people buying motives is divided into rational motives and emotional motives, people's buying behavior is divided into rational behavior and emotional behavior. Here, the rational and emotional criteria for the classification of a What is the standard of the people to consider the issue and action. Based on objective criteria are rational, emotional, based on subjective criteria.
the FAB method is a product from the three levels to analyze, record, and organize the selling point of product sales to clients and customers, to convince, to promote the deal. But need to pay attention to customers (customer) point of interest concern, and then match up, so that the interests of all we are asking customers interests coincide, and this to take effect. Must not be applied mechanically, not to be analyzed on all.
The FAB interests of sales law
(1) seeking truth from facts
B customers interest and value (benefit), the advantage to bring the interests of customers. For example: "Your customers no longer must be to the maintenance center for help, because the service representative can use portable repair kit."
the FAB method using the principle
features: red and green two color packaging
deteriorating environment, attaches great importance to food hygiene, health, safety can be said that the two biggest advantage. When the product has obvious advantages, make the product with a strong convincing. The dairy
of
, everyone has their own risk appetite, and some people willing to take risks to Figure larger hungry to enjoy, some people are only willing to bear a smaller risk in order to life secure. In general, the pursuit of new products, the courage to take risks. The salesperson should be good at identifying different customer's risk appetite, clever use of the profit or loss compared to convince customers in the sales persuasion.
certain brand of milk, for example, when you said to the customer, all our milk is produced in New Zealand, this sentence to inform the customer information, is this the origin of milk in New Zealand; added fatty acid DHA, this sentence describes the raw materials of the product; red and green two packaging describes the product specifications.
two selected first, the specific use of the comparative method, it complied with the principle of selection. As far as possible from a skills point of view narrows the choices down to only two; select the order of the carefully arranged, even persuade the promotional focus on the behind, which is nothing more than the principle of using people's memories - the people on the timing of recent events always the most memorable. Therefore, in the promotion of goods, if the focus on mid-range goods, then it may be the first to introduce high-end merchandise in the Mid - contrast to the emphasis on price of goods; first introduced to resist the goods on mid-range goods - in order to emphasize the quality, performance, etc. contrast.
features: added fatty acids
Offers indivert attention skills commonly found in three cases:
customer is asking and talking about things belong to the supermarket business the sensitive issues or trade secrets, the salesperson inconvenient detail, only a simple band, and immediately transferred to other topics, and to do so may be called "evasive".
(3), interests (benefit)
, red and green two color packaging specifications
introduced by FAB method, product features, advantages, benefits layers of analysis, the personality of the product were revealed, not only to make the customer a deep understanding of the products, but also inspired his strong interest in the product.
profit and loss comparison
(2) clear and concise
In the sale of persuasion to buy benefits and not to buy loss comparison as to facilitate customer purchase decisions. Everything has a benefit a harm to consumers to purchase goods is also a certain risk. Such as the purchase of new goods, the benefit is to use the first benefit to be able to enjoy the pleasure of the trend of the first; but the risk is that new products will certainly reduce the purchase of new goods must be put into the larger, there will be loss of money. Another example is the purchase of a quarter of goods can certainly get the benefits of price, but the loss of the purchase can not be used immediately, must be kept for some time at home.first proposed a small request, and then made a request; first to propose an easy request, and then put forward a request that is not easy to do; minor issues first make a request, on matters of principle to make a request; even first proposed in a previous request not to present a request, a request the other party can promise, and actually agreed to a request - this is called "insatiable". Requested around the side is the reason why will both agree that the intrinsic reason is that there is incidental to these two requests; from people's psychological point of view, is because people feel that since agreed to a request, it has the responsibility to re-promised The second request, because no one was willing to back on its word.
common point of view is the basis of the exchange, commodity promotion and sales of persuasion should be based on the common view. The salespeople are looking for or create a common view is nothing more than from two situations: customer agreed in favor of their point of view; the customer's point of view can be used to further elaboration. Both cases to the second as well, because it is built on the customer point of view on the basis of
The FAB interests Sales Law (features - benefits - benefits)
FAB interests Sales Law?
still above brands of milk, for example, each features can be extended the benefits of the product. For example, in describing milk production from New Zealand, we can inform the customer, New Zealand is the world's environment is the most excellent natural pasture, milk, all from the health, high immune dairy milk is absolutely no pollution, public health, safety.
interests is able to meet the customer some kind of specific advantages, the benefits of this advantage can bring expectations to the customer or unexpected The advantage is that interest. It may be safe and reliable on the use of superior quality, durable; the arrival of the new structure and style fashion sense; may be quicker and more convenient in use; may be operating on the simple; may save time, effort and money; may also be the famous brand fame flu.
according to the FAB method described can have four kinds of order:
the FAB method operating practices of
two election
people in life are often consciously or unconsciously follow the principle of "reciprocity", the so-called "reciprocity" has two meanings: First, a drop of water will be repaid with "people respect my foot, I respectfully ten feet; each other comity. To retreat into the second layer of meaning.
a variety of specifications benefits, such as milk powder packaging of both red and green color, two colors are suitable for people of different ages use. Due to significantly different specifications, so make the product easy to distinguish the convenience of our customers choose.
* of DHA essential fatty acids
of DHA known as the "Children's smart material "
* of DHA for brain cell growth and development is very good advantages
*: to improve and develop children's intelligence
introduce products in addition to the practical and realistic, clear and concise, but also pay attention to prioritize. Not to instill all the information about the products to customers, such customers can not understand the benefits and advantages of your product, then he will not have your product interest. In introducing the product, we should be focused, primary and secondary. Important information, such as product advantages, benefits, described in detail; the shortcomings of some products, adverse information, we can be a simple statement, but this statement must have the skills to speak out.
salesman in the description of the commodity advantage, one should speak objectively and accurately, two to be able to provide some proof or evidence to enable the customer be convinced.
the FAB method, a salesman analysis of the product benefits to customers. FAB sales presentation: during the product introduction, sales policy (purchase policy), sales details, statements such as, when, one by reason of choice, and the purpose of customer demand intention to persuade.
appear insignificant objection to the customer, salesman neither contrast controversy, there is no need to correct, or noncommittal, or a simple band can.
salesman continuously through successive questions to guide customers to make a positive answer, from the most simple and easy to answer questions until the guide customers make a purchase decision.
these sentences describe all the facts of the product itself, conditions or characteristics, but the description is just to stay in the introductory nature of the product , just boring data to the customer, it is difficult to arouse the customer's desire to buy. So we describe the characteristics of the product of this, and then will enter a deeper explanation - Advantage, the advantages described.
the FAB interests Sales Law Offers skills
customer in the exchange off track and rambling, the salesperson should try to make each other's attention back to the topic up, doing so can be called "avoid light to heavy.
For example, in the promotion of the goods first to introduce the high-grade precious commodities, the customer can not accept the objective to introduce a cheaper alternative goods, the likelihood of success will be greatly increased World Pipe network informed.
salesman to sell to persuade the use of FAB method, the specific elaboration can try using the following methods or techniques to enhance The persuade effect.
FAB France Offers
salesman introducing the commodity advantage must pay attention to compare different products characteristics and differences, to explore the advantages of being from different It should be said that the characteristics of characteristics that identify a variety of goods is relatively easy to find out the advantage from the characteristics, you need to do something, you should gather some information.
Characteristics (Feature) (1)
commissioned endorsement
features:
just said that milk has a feature: added of DHA. We can continue this feature to stretch as an advantage, because DHA is the essential fatty acids supplement called "smart material" of the Child, its growth and development of brain cells play an important role. One of the advantages of this milk can improve and develop children's intelligence.
logical guide
commissioned endorsement is an alliance strategy. When the customer showed strong purchase intent, it is feared that the people around opposition may be skeptical and hesitant, the salesperson should take the initiative to stand in the side of the customer and to provide supporting evidence to support the customer make a purchase decision, in order to ease environmental pressures felt by the customers themselves.
characteristics of goods can feel the physical, chemical, biological, economic and other features, it can be said of a series of indicators, standards and descriptions. For example: raw material composition, compositions, and the quantity, quality, specifications, structure, functional performance, and appearance of the style, color world pie network information , taste, packaging, brand, delivery, installation, use, etc.
For example, in food sales in the sales staff is frequently used in this technique. Often random customers to pass through the counter when a glimpse of a casually asked: "How much?" Sell in no hurry to answer the price, but said: "Your first taste (or first try), promising not ? "Once the customer's emotion is mobilized, the seller went on to say:" This is nice, right? "When the customer showing the identity immediately promotional.
continuous definitely
promotional activities in supermarkets are often used in this method. Such as buying $ 100 worth of goods can be a certain amount (10 yuan, 20 yuan, 50 yuan), purchase vouchers, or other concessions, once the customer is done, the means to spend more money to buy more many things.
FAB concern is that customers "buy".