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Suggest You - The Sales Training Series: How To Sell Solutions
Each business has its own unique needs and concerns when it shops for property to serve its business needs. Each business owner is concerned with whether to lease or buy, how much space is needed, what kind of property is needed, how much to pay for the purchase or lease, how to negotiate the best price, how to negotiate the best terms, and how to find the be
In The Field:
The TFBR method becomes even more powerful when salespeople get product training and marketing support designed to reinforce it. After introducing his sales team to the Action Selling process, Gerry Giorgio, regional manager with Vaughn Seed a Division of Sandoz Nutrition, decided to take product training and marketi
Relationships are very important to succeed both personally and professionally.You should make sure to spend time building alliances with other people in the business world and your community. Once these partnerships are built, you will be able leverage them to help you fulfill your needs and goals. At the same, make sure you reciprocate and allow your
What salespeople lack is a structure for presenting products in a way that ties features and benefits directly to the customer’s expressed needs.
Lack of structure in a presentation is a prescription for lack of perceived value.
There is such a structure—Action Selling’s TFBR method (for Tie-Back, Feature, Benefit, Reaction). It lets you create sales presentations that communicate a compelling reason to move forward by connecting product features to actual needs the customer has already agreed upon. In other words, TFBR provides the answer to, “How do I sell solutions?”
Solution: To present your product as a solution, tie a specific need the customer has expressed to a feature of your product. Tie-Back by restating the need, then describe the corresponding Feature.
Value: Demonstrate the feature’s value to the customer by explaining its Benefit, again in terms of the customer’s expressed need.
Confirm: Cement together the solution and value by asking for the customer’s Reaction. This tells you if what you have presented is, indeed, perceived as a valuable solution.
Here is an example:
Tie-Back: “You said you were dissatisfied with the unnatural light of your fiber-optic unit.”
Feature: “Our Model 2000 uses a color-correcting system that delivers perfectly white light.”
Benefit: “This improves the visual sharpness and reduces eye strain and fatigue."
Reaction: “How would a sharper image help with your work?”
When you structure your presentation using the TFBR format for each product feature you discuss, you have a self-correcting method to ensure that what you are presenting is a valuable solution that hits all the right targets.
In The Field:
The TFBR method becomes even more powerful when salespeople get product training and marketing support designed to reinforce it. After introducing his sales team to the Action Selling process, Gerry Giorgio, regional manager with Vaughn Seed a Division of Sandoz Nutrition, decided to take product training and marketi
A powerful resume starts with a good statement of objective. This is the headline of your advertisement promoting yourself. The headline has to be simple yet state with clarity that you are the perfect choice for the specific job or position.Clarity of objective requires that you be clear about your own career direction. If you are not clear where yo
Lack of structure in a presentation is a prescription for lack of perceived value.
There is such a structure—Action Selling’s TFBR method (for Tie-Back, Feature, Benefit, Reaction). It lets you create sales presentations that communicate a compelling reason to move forward by connecting product features to actual needs the customer has already agreed upon. In other words, TFBR provides the answer to, “How do I sell solutions?”
Solution: To present your product as a solution, tie a specific need the customer has expressed to a feature of your product. Tie-Back by restating the need, then describe the corresponding Feature.
Value: Demonstrate the feature’s value to the customer by explaining its Benefit, again in terms of the customer’s expressed need.
Confirm: Cement together the solution and value by asking for the customer’s Reaction. This tells you if what you have presented is, indeed, perceived as a valuable solution.
Here is an example:
Tie-Back: “You said you were dissatisfied with the unnatural light of your fiber-optic unit.”
Feature: “Our Model 2000 uses a color-correcting system that delivers perfectly white light.”
Benefit: “This improves the visual sharpness and reduces eye strain and fatigue."
Reaction: “How would a sharper image help with your work?”
When you structure your presentation using the TFBR format for each product feature you discuss, you have a self-correcting method to ensure that what you are presenting is a valuable solution that hits all the right targets.
In The Field:
The TFBR method becomes even more powerful when salespeople get product training and marketing support designed to reinforce it. After introducing his sales team to the Action Selling process, Gerry Giorgio, regional manager with Vaughn Seed a Division of Sandoz Nutrition, decided to take product training and marketi
Are you a Master of the Welcome?Hope so.Because the first words out of your mouth frame the entire customer experience.Consider these two facts:1. According to The Wall Street Journal from February 17th, 2006, you have less than five seconds to make a first impression.2. According to a 2007 report on Hotel Executive, your gre
Value: Demonstrate the feature’s value to the customer by explaining its Benefit, again in terms of the customer’s expressed need.
Confirm: Cement together the solution and value by asking for the customer’s Reaction. This tells you if what you have presented is, indeed, perceived as a valuable solution.
Here is an example:
Tie-Back: “You said you were dissatisfied with the unnatural light of your fiber-optic unit.”
Feature: “Our Model 2000 uses a color-correcting system that delivers perfectly white light.”
Benefit: “This improves the visual sharpness and reduces eye strain and fatigue."
Reaction: “How would a sharper image help with your work?”
When you structure your presentation using the TFBR format for each product feature you discuss, you have a self-correcting method to ensure that what you are presenting is a valuable solution that hits all the right targets.
In The Field:
The TFBR method becomes even more powerful when salespeople get product training and marketing support designed to reinforce it. After introducing his sales team to the Action Selling process, Gerry Giorgio, regional manager with Vaughn Seed a Division of Sandoz Nutrition, decided to take product training and marketi
What is a "White Paper"?A “white paper” is just one of many types of viral marketing mechanisms that you can use in your business to qualify and attract streams of clients, whether you’re awake or asleep, at work or on holiday. This is truly the “sales person who never sleeps”!And the best part is, even if you have to pay someone to resea
Here is an example:
Tie-Back: “You said you were dissatisfied with the unnatural light of your fiber-optic unit.”
Feature: “Our Model 2000 uses a color-correcting system that delivers perfectly white light.”
Benefit: “This improves the visual sharpness and reduces eye strain and fatigue."
Reaction: “How would a sharper image help with your work?”
When you structure your presentation using the TFBR format for each product feature you discuss, you have a self-correcting method to ensure that what you are presenting is a valuable solution that hits all the right targets.
In The Field:
The TFBR method becomes even more powerful when salespeople get product training and marketing support designed to reinforce it. After introducing his sales team to the Action Selling process, Gerry Giorgio, regional manager with Vaughn Seed a Division of Sandoz Nutrition, decided to take product training and marketi
Leadership in Troubled Times ture you discuss, you have a self-correcting method to ensure that what you are presenting is a valuable solution that hits all the right targets.
In The Field:
The TFBR method becomes even more powerful when salespeople get product training and marketing support designed to reinforce it. After introducing his sales team to the Action Selling process, Gerry Giorgio, regional manager with Vaughn Seed a Division of Sandoz Nutrition, decided to take product training and marketing to a higher level.
“We trained our marketing staff in Action Selling sales training as well,” Giorgio said. “Now we have successfully integrated our sales skills training with product training—and marketing develops presentation pieces using the Action Selling TFBR procedure. You know it’s working when customers go out of their way to comment on how thorough your salespeople are with their presentation of your product solution.”
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