Feature benefit trial close revised

Thru the years, I have been frequently asked “With all the sales tools/techniques available which one could make the strongest impact in increasing and solidifying sales?” I believe that the best way to be prepared for sales is to practice all sale tools/techniques available to you. With that said there is one that tends to stand out from the rest. The reason is because it’s so versatile. It can be used anytime during the sales process, customer service and conflict process, and store/corporate communications. It has been used for decades and is called feature, benefit and trial close. Its purpose in sales is to strengthen communication and build value with a customer for a product. It seems that the more a customer can relate to a product, the more value is perceived. The understanding of this concept is crucial, not just to create sales but to solidify your clientele now and in the future. Its use in customer service/conflict would be to help you understand the level of satisfaction your customer has in your resolution. In store/corporate communications it keeps co-workers satisfied and conflict to a minimum. Let’s breakdown this tool/technique with a simple definition and an example (sales orientated) of each. Feature: A distinguishing part or characteristic, something special or unique about a product. You should be able to pick out at least three features for any one piece of merchandise you have. Sometimes it’s best to categorize, for example; In the automotive industry if you were presenting a family vehicle your three features might be based on reliability, safety and capacity, meanwhile, a sport cars’ three features might be based on looks, performance and handling. In the jewelry industry, if you were presenting an engagement ring your three features might be based on size; shape and quality, meanwhile, a necklace might be based on looks, workmanship and length. Benefit: What does it mean to the customer? It is a statement that should directly impact the customer. You are looking for a reaction. For example; If your feature on a family car is the vehicle has extra side impact safety bags, your benefit could be; that’s great because just incase you have an accident your chances are greatly increased that you and your family will walk away from it. If the feature of engagement ring is that the gemstone is 1ct in weight. The benefit could be; that’s great because most gemstones purchased for an engagement ring are ½ ct and smaller, which means you will have a ring that will stand - apart from your friends and family. Trial close: This is the follow up. Without it you can never know if the benefit has any meaning. Does the customer care for it or not? The trial close is a simple question. For example; What do you think? How do you feel about that? or, How does that make you feel? This tool/technique will help you to decide how to proceed in the sales process. For example; if a customer reacts positive to all three feature presentations it is probable that the customer is highly interested, 2/3 interested (might need to use a comparison piece). Any thing under this you should consider an alternative piece. Anytime you receive three negative reactions in a row your benefits are not coinciding with your customer and you should consider a turnover as the next step in the sales process. In customer service/conflict offer your customer a resolution (again make sure you have three (feature)) give them the benefit and make sure you trial close. Not only does this let you know their level of satisfaction but it shows compassion to the customer. Something strongly needed in this process. In store /corporate communications let them know what you want (feature). Give your co-worker the benefit and make sure you trial close. Feature, benefit and trial close will be a powerful tool to your future success. It will help you to handle situations and sell product with a greater ease. Like any other toll/technique you must practice, role-play and give/receive feedback to use it correctly. Have a great day Steven G .