Tips for introducing Products

Fabe Law -- Premium proof

Introduction Product is the most basic skill of a promoter, so what are the tips for introducing a product?

First, you should understand the selling point of the product, understand the basic selling point and the additional selling point.

Secondly, should understand the special, excellent, benefit, certificate (Fabe) Product introduction method, sales staff use Fabe Introduction method, can be aimed at customer demand, carry on concise, professional product introduction.

What is fabe? Why use Fabe 's introduction method? Here, we also need to understand the needs of customers, that is, in the introduction of products, customer care about what? What kind of problems are there in the customer's mind? Let's take a look at this question first.

1. The theoretical basis of the problem --fabe in the customer's heart

Researchers at Harvard University have found that there are problems in the customer's mind that are not necessarily clearly stated, as these problems may only exist in the client's subconscious. Even so, these questions have to be answered, or the business may be lost. Professional salespeople should be prepared in a presentation to answer these non-stated but critical questions.

In the preceding, we have mentioned that these 6 questions are:

" Why should I listen to you? "

" What is this? "

" what good is it to me? "

" So what? "

" who said that? "

" who else has bought it? "

The first question is , " Why should I listen to you?" "If the salesperson doesn't excite the customer's interest, it's hard for the customer to stay at your counter, so the salesperson will have to attract the customer from the outset, as we have outlined in the previous opening remarks."

The second question , " What is this?" "This issue should be explained in terms of product advantages rather than answers to product features.

The third question is , " what good is it for me?" " people are shopping to meet their needs rather than the sales staff.

The fourth question is , " so what?" " Huaxia Company has been engaged in IT Industry for many years,

so what? now the market share of Chinese TV is rising gradually: so what?" we have a nationwide after-sales service network: so what?" the answers to these two questions need to explain the benefits that these excellent people can bring to the customer and use the familiar language of the customer. Every fact or information you provide must be closely related to the individual interests of the customer.

The fifth to sixth question that needs to be answered is, "who said that? " " who else has bought it?" "In addition to sales people, there should be some reputable person who says your product or service is really as good as you say." Otherwise, the customer will have doubts and then erect an insurmountable wall between the customer and your presentation. Acting as a leader is always risky. Customers want to know, "besides me, who else bought it?" " especially when faced with a large purchase risk, and the customer's knowledge and experience is limited , if there are a large number of satisfied customers , will reassure potential customers . " When you tell the customers that many university professors are very fond of the Chinese refrigerator , The persuasion will be different in general.

The answer to these 6 questions is very important, all customers come to Huaxia counter, all in the subconscious with these 6 questions, you have to answer these 6 questions, in order to win the hearts of customers.

How to answer these 6 questions?

This is the Fabe technique we will elaborate below.

2, does not adopt the Fabe Introduction method The Disadvantage

Before introducing the Fabe law, give an example of the disadvantage of not adopting the Fabe introduction method.

This example is an example of a car industry that we are unfamiliar with, but very convincing:

Salesperson:" Our trucks Use the 530 gearbox. "

This is a common way of presentation, simple but not clear, regardless of customer understanding.

Do you get it?

You do not understand, because you do not know what the advantages of the 530 gearbox, what is the advantage for the driver, others use this gearbox feel how!

In our sales, it is the same reason, many sales staff think, as long as the brief introduction of what the product is capable of, there is the reason for this wrong idea is that you already understand the product Fabe, but you from the customer's point of view? Does the customer know? Many customers are not familiar with complex functions, just as you do not understand the gearbox.

We can also give a sound example, such as Huaxia PRO-26 using CRYSTAL decoder chip CS493263, you think, customers can understand it?

The Promoter may have a question like this:

For those common features, isn't it easy for customers to understand?

Perhaps some promoters are thinking: for the CRYSTAL decoder chip CS493263 Everyone may not be clear,530 gearbox people may not be clear, but those ordinary functions, such as automatic switching machine, PIDM minimises screen operation, radio function , with the memory of a radio station, and so on, no one will not understand, but also to say their benefits?

Of course, this involves two questions:

What you understand. The customer does not necessarily understand that as a promoter, you may be dealing with the product for a long time, can be called a small expert in this area, but customers do not necessarily know the product as you do.

Even if the customer is easy to understand the selling point, we still want to emphasize what its benefits are. Why? Because consumer psychology research points out that the customer is most concerned about the benefits of the product, rather than what the product has, we clearly point out the benefits of the product, equal to the customer decided to buy a balance on the addition of a weight.

3,Fabe Introduction Product method

(1) characteristics

F: Feature (Features), refers to what kind of product, or what kind of function, including the facts, data and information of the product.

Scenario Replay: Feature Introduction

Promoter: "This handset has the function of the timer automatic switch machine."

This A9 mobile phone has the call Area Chinese display function.

This TV uses progressive scanning.

This stereo has a full Chinese touch control screen.

This audio is used by the Japanese company of Sakamoto East production of EI transformers.

Usually the function of the product, characteristic is the characteristic, this is also our promoter most familiar part, the promoter will be more skillful to say the product function, namely characteristic.

The characteristics of these products, of course, to tell customers, but only to say that these are not enough, we often hear the promoters in the sale of the time to constantly list product features, but can not impress consumers, why?

Because they don't tell customers where the benefits of these features are.

(2) advantages

A: Advantages (Advantage), these advantages refer to the advantages of the above characteristics. It is for all customers.

Scenario Replay: Introduction to Advantages

Promoter:" This phone has a timer automatic switch function (feature), it can be in your sleep at night forget to shut down the computer when the automatic shutdown (advantages). "

" The phone has a Chinese-language display function (feature) in the call area, so you can see the phone (advantage) of the area when you pick up the phone. "

" This TV is a progressive scan (feature), so it shows the image is very stable (advantage). "

" This audio has a full Chinese touch control screen (features), which can effectively prevent the ingress of dust (advantages). "

" This audio is used in Japan board East Company production of EI transformers (Characteristics), this factory is designed for Tianlong, Malan production ancillary products, small leakage, high efficiency (advantages). "

(3) Benefits

In business dealings, the primitive power that drives people to trade is interests, including short-term interests or long-term interests, tactical interests or strategic interests.

These classic statements tell us, in the sales, the customer can get what kind of benefit, is their most concerned about the problem, of course, this should also become the product we are the most concerned about the issue.

Concept

B: Interest (benefit), refers to a feature will have advantages, and this advantage can give customers the benefits of personal.

Scenario Replay: Introduction to Benefits

Promoter:" This phone has a timed automatic switch function (features), it can be in the evening when you forget to shut down the computer automatically shut down (advantages), so that the late night will not disturb your sleep (interest). "

" this A9 mobile phone has the Chinese language display function (feature), you can pick up the phone when you see where the phone (advantage), so you see some no Business contact areas of the phone, you can not answer, Can save you money and time (interest). "

" This TV is a progressive scan (feature), so it shows the image is very stable (the advantages), to your eyes have a good protection (interest)." "

" This audio has a full Chinese touch control screen (features), which can effectively prevent the ingress of dust (advantages), can prolong the life of your sound, reduce the noise signal caused by button operation interference, so that you hear more pure (interest). "

" This audio is used in Japan Sakamoto Company production of EI Transformers (Features), this factory is designed for Tianlong, Malan production ancillary products, small leakage, high efficiency (advantages). can provide you with a full guarantee (benefit) for your enjoyment of the movie or the climax of the music. "

The difference between advantages and benefits

Maybe some friends will have doubts, benefits and advantages seem to be good, is there any difference?

They are really different, and the advantages are the advantages of a particular trait that are not related to a specific person.

For example:" This phone has a timer automatic switch function (features), it can forget to shut down the computer automatically shutdown (advantages)"

The above example of the automatic shutdown," It can forget the shutdown when the automatic shutdown (advantage)", refers to the advantages of this feature, and what is the interest?

The benefit is related to the person, equally for this merit, to a is the benefit, to B is not necessarily the benefit.

For example:" This phone has a timed automatic switch function (features), it can be in your sleep at night forget to shut down the computer automatically shut down (advantages), so that the late night will not disturb your sleep (interest). "

This advantage, for the average person is a benefit, because do not disturb sleep. But if the customer is a person who sleeps very heavy, shine, that merit to him is not the benefit.

To make a very image analogy, such as speculation, if a stock up, it seems to be the advantage, but only the stock of stocks thrown into the cash, is the realization of the benefits. The advantage is that all the shareholders who hold the shares are aware of it, but the benefits are only meaningful to some people, that is, those who have left the stock.

There is a sentence that can test and help you to understand the difference between advantages and benefits, the sentence pattern is:

Because "characteristic ", so " merit ", to you " interest ".

For example: for touch screen operation This selling point, you can introduce its advantages and benefits:

" because this is a touch-screen operation, it is a good way to prevent dust from entering the inside of the machine and to reduce the interference of noise signals caused by past potentiometer operations, and for you, your machine prolongs life by isolating dust and making sound more pure and perfect." "

Rendering of benefits

We know that the benefits of the customer benefit, in order to impress the customer, you can associate these benefits, give it a larger space for imagination, so that customers appreciate the benefits, and the benefits of imagination, can be better to impress customers.

For example: karaoke function, you can explain the benefits to the customer:

" you and your girlfriend in the night, in the quiet of the night, you can sing together your favorite karaoke, it is how romantic things ah." "

For wireless surround speakers, you can explain the benefits to your customers:

" When your kids are on TV with you, you can easily move your surround speakers to your study or bedroom and listen to music quietly. In the soft light, you can savor the good times. "

(4) evidence

E: Evidence (Evidence), why do you need a proof?

Do you remember 6 questions in your customer's mind? The latter two issues are:

" who said so?" "

" who else has bought it?" "

If we are to answer these two questions, we must cite evidence.

Giving the right evidence can further strengthen the persuasion and dispel the doubts or sensitivities of the client.

Because the herd mentality is a universal psychological phenomenon, if others think it good, the customer will think it is also good, this in real life also has its foundation, generally speaking, the authenticity of word of mouth is very high.

What are the evidence? Including: Industry and national relevant departments of the accreditation certificate, well-known institutions or media evaluation, sales records, previous customer evaluation, previous customer use records, technical strength of the statement and so on.

With regard to evidence, the sales staff should make good use of the evidence currently available to the salesperson:

Information from industry or related departments.

For example: The evaluation of an industry association, the review of a magazine, and so on.

Sales records.

The customer usually wants his choice to be proved right, and the salesperson can show him the sales record, telling him that there are a lot of clients who have made the same choices for you, so your choice is right.

Customer certification.

For example: "Yesterday a customer is because like our big screen and bought our mobile phone." "

" There were two customers this morning who bought a cell phone because they liked our chord ring. "

Actual case.

For example: A young male customer at the counter premise to a brand of mobile phone signal is very poor. This shows that the customer is very concerned about the strength of the signal, the promoter immediately replied:" our mobile phone signal is very good, not my own boast, once with a bunch of friends climbed Baiyun Mountain, on the mountain only Huaxia mobile phone has a signal." "

It should be noted that some promoters may think: These stories are not well-prepared? What do customers care about, I can not just make up?

If you think so, it means that you are not a good promoter, all sales are based on sincerity, and every word we say must have conclusive evidence.

Brilliant results.

Technical strength.

Scenario Replay:Fabe Introduction method --da8 's camera

Promoter: Our DA8 can take photos of millions of pixels, which is a leading position in the current camera phone. And you see (from the customer took the DA8 cell phone), the camera can be rotated, you can take different angles of the photos, so unlike the regular fixed-camera phone, in the shooting of their own time is not see their own, the phone in the shooting of their own time, the same can be adjusted on the screen, How convenient it is. This morning there is a gentleman, because like this, bought a DA8, you see (take a sales record), this is the sales file.

Can be seen, the use of Fabe Introduction method, so that the sales staff product introduction of clear, comprehensive and professional, targeted, can arouse the strong interest of customers.

F(characteristic): This camera can be rotated.

A(advantage): can take different angles of the photo, so unlike the regular fixed-camera phone, in the shooting of their own time is not to see their own, the phone when shooting themselves, the same can be adjusted on the screen.

B(Interest): how convenient it is.

E(evidence): This morning there is a gentleman, because like this, bought a DA

8, you see (take a sales record), this is the sales file.

Here, the evidence is based on customer evidence, and the evidence has a big impact on the customer's buying mentality.

Scene Replay:Fabe Introduction Method -- timing automatic Switch machine

Promoter: Our Chinese mobile phone has the function of automatic switch machine, it can be automatically turned on and shut down in the time you set. This is not to forget to shut down the battery at night, forget to start the morning delay work, and now a lot of workers like you are designated to buy a switch machine function of the phone.

Analysis:F(characteristic): Our Chinese mobile phone has the function of automatic switch machine.

A(advantage): It can be automatically switched on and off during the time you set.

B(Interest): This will not forget to shut down the battery at night, forget to start the morning delay work.

E(evidence): Now a lot of office workers like you are designated to buy a switch function of the phone.

Scenario Replay:Fabe Introduction Method -- recording function

The customer is chatting with the promoter, the cell phone rings and pulls out.

Customer: Ah, Liu Jie, (pause, listen to each other's words) in the Buy cell phone (pause, do listen), OK, so agreed, Sunday two o'clock in the afternoon and half, where? (Listen to the description of each other) east four ring Jinsong Bridge to the east of the traffic lights, turn right to a small Alley east of the road, turn into the north of the room of the north of the Tai Tak building 1802 . Wait, why are you so complicated? Later, I write down, (in the body groping for a pen and paper, very embarrassed appearance, the promoter looked at, very knowing to hand over paper and pens, customer records. Yes, I know, bye.

(the customer hangs up the phone, very grateful to the Promoter) Thank you. (Sweat on my face)

Promoter: Sir just remember so long address how hard ah, if you use our mobile phone, there will be no such problem, this phone specially designed the recording function, on the phone, you can record each other's voice. Like you just this phone, if you use this phone, you can record his words, you do not need to use a pen to remember, now many young people are very fond of this feature.

S: (Customers do surprise) Yes, why didn't you say so earlier?

Here is an example of how to skillfully apply product techniques.

Promotional staff for the embarrassing situation of customers on the Chinese mobile phone recording function, the effect is very good.

F(feature): This phone specially designed the recording function.

A(advantage): When you make a phone call, you can record the other person's voice.

B(Interest): Like you just this phone, if you use this cell phone, you can record his speech, you do not need to use a pen to remember.

E(evidence): Now a lot of young people are very fond of this function.

What is to be noted here is, what is the relationship between the selling point and the Fabe described earlier?

The selling point is the attribute of the product or service, and Fabe is a way to introduce the product, in this introduction method, the selling point is one of the content that it introduces. Usually the selling point is fabe in the F(feature), understand the basic selling points and additional selling points, when we introduce products, we will be biased, first introduce the basic selling points, and then introduce additional selling points.

Tips for introducing Products