Characteristics.
Advantages.
Benefits.
Features are most useful when selling simple, low-cost products. It is imperative to keep in mind that end users tend to find features more attractive than decision makers who care about the bottom line.
Advantages describe how a product's features are actually used. Like benefits, they are useful for small purchases, but less compelling with larger ones.
Benefits go a step further and show how a feature can help the prospect. They usually have a financial component and meet your customer’s needs.
A well-crafted benefit gives the buyer a reason to buy your product.
Types of objections according to Rackham
Your goal as a salesperson is to find out why the buyer hasn't completed the purchase and then help them understand why their concerns aren't real.
So Rackham says there are two types of objections buyers might have:
Value: When your prospect isn’t convinced about the ROI of your product, they might say, “I like the features, but the cost is too high.”
Capability: The prospect doubts that your product can meet their specific needs. This translates into comments like, “I’m not sure you’ll be able to do X thing for us,” “that process seems like it would take longer than you say,” etc.
On the other hand, these capacity objections can be broken down even further:
Can't: Your solution can't solve one of the buyer's top priorities
It may: Your solution may solve one of their top priorities, but they don't see it that way.
It's important to prevent as many objections as possible. Most objections are avoidable if you don't try to sell too soon.
Rackham's research revealed that reps can cut the number of objections in half by using implication and need-reward questions to build value before presenting a solution.
Before giving you some tips, we leave you with this audio material so that you email lists uk can expand your knowledge regarding SPIN Selling.
If you are a modern salesperson, you need to take the principles of SPIN Selling and update them as best as possible.
We recommend that you do the following in the following lines:
As we told you before, ask as few questions as possible in the Situation and Problem stages. Prospects simply don't have the patience to do their homework for you.
Only use thought-provoking questions like, “Has your organization ever considered [new strategy]?”, “Do you know [surprising statistic]?”, and “Would you like some tips to prepare for [industry with upcoming event]?”
Incorporate social selling into your strategy. When Rackham came out with the book “Social Selling,” Facebook didn’t exist. Now you can have much more information about your leads , priorities and personalities of your buyers.
Read your potential buyers' profiles or social pages , browse through comments in their groups and any articles they've written or shared, check out their recommendations section to get a feel for their work ethic, etc.
Guidance in the purchasing process, since as the average number of actors involved in each B2B business grows and internal purchasing processes become more complex, experience becomes more valuable.
Remember that prospects need you to help them buy your product.
Always provide them with your point of contact, what your manager will want to know before approving the decision, and send them materials to make your presentation more compelling.