Expertentipp Nr. 66: Sell more with ABC. It´s as easy as 123 ...

Der Autor ist native speaker und Trainer der englischen VBC-Themen. Kein Wunder also, dass dieser Expertentipp auf englisch geschrieben ist :)

The story:
Let’s look at an everyday scenario……. Max sells a service in Business to Business sales. A credit bureau. He goes to visit a new client….He arrives punctually, his coat is taken by the secretary, and he steps into the meeting: “Hi. I’m Max Goldsmith. Nice to meet you” and the conversation begins. A couple of minutes of small talk, and now Max is presenting his service. Let’s listen in…..

Max: “It’s super because we offer 24 hour access”
Customer: “Ok…”
Max: “And its fantastic that we insure our services.”
Customer: “Really?” (showing interest).
Max: “The best thing is that we’re international.”
Customer: “I see.” (yawning)
Max: “So, will you give it a green-light?”
Customer: “No, sorry. It doesn’t fit our needs.”

So what happened?

What Max did, like many salespeople, is forget that only the benefit to the CUSTOMER counts! The customer doesn’t care what you think is “fantastic” or “super”! Every product and service has its own characteristics, some of which customers will benefit by, some of which they won’t. The key is to customize your presentation toward those things that make sense to them! Features don’t sell, but Benefits do! We don’t buy the service, we buy what the service does for us PERSONALLY!

What is the ABC method?
A dvantage: A characteristic of your product, an argument for our proposal
B enefit: Which advantage/use will our customer benefit by?
C heck: A question to check if the customer sees it as well. By this, the most often “Check” question is “what do you think of that?”

Replay:
Let’s look at the dialogue again…..

Max:
A = “We offer 24 hour access to data on personal files.”
B = “This way, your foreign offices can check data in their normal working
hours.”
C = “What do you think of that?”

Customer: ‘Since all our offices are in Europe , it´s not important”
GOOD! Now you know that any arguments in this direction are a waste of time and will annoy the customer. Move to your next argument….

Max:
A = “We also insure our services”
B = “This means if we give you the wrong data, you will be insured againstlosing money”
C = “How important would that be?”

Customer: “That would be important, because last month we lost a deal for 50,000 Euros because of getting wrong information”

Congratulations, you have found their “hot button”. Keep going!

But don’t forget to CHECK!

Very often salespeople use A & B, but forget the C! In many ways, C is most important. Think about it this way: imagine climbing a mountain. You climb some meters, then you anchor yourself to the rock, so that if you do fall, you don’t fall all the way! If you don’t use your check statements, you’ll find at the end that you don’t know what the customer really wants, and will fall all the way to the bottom when you try to close the deal!

I’m looking forward to hearing your experiences using this simple and fun technique and hope to see you at my next seminar:

8 steps to sales success
How to become a professional in outside sales and key account management

Yours  

Eric Molin

If you have any questions please contact us: service@vbc.at

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