Fab sales rules and application methods
Many people think that sales depend on mouth, but it is not. This is a prejudice, and sales actually depend on the brain. If a person can argue with Confucianism and spit lotus flowers, it is enough to prove that his intelligence level is high and his knowledge structure is rich. Therefore, there is naturally nothing to say about eloquence. Through a lot of training and reading, constantly improve the sales level.
What I want to share with you is a vocabulary for training expressions: FAB rule. If you can fully understand and apply it to the actual sales process, you will definitely improve your sales ability gradually.
Firstly, introduce the concept: FAB rule (features, advantages and benefits), three English words representing attributes, functions and benefits respectively, and introduce them in turn. This is the structure of persuasive speech, which can convince customers that yours is the best to the greatest extent.
F: stands for product characteristics (color, smell, material ...), an inherent attribute.
It represents the function of the product (waterproof, strong, fine ...) and the advantages of the product.
B: It represents the advantages of the product (durability, comfort, wear resistance ...) and its positive impact on customers.
According to this introduction order, it can be explained as follows: Because ...................................................................................................................................................................
Let's give a simple example to see how the rules are introduced: because this box is very airtight, it has waterproof function, which means you don't have to worry about it falling into the water.
The fab here is:
Product features: tightness
Product features: waterproof function
Customer benefits: don't worry about water.
If this introduction is put into real estate sales, what is the effect?
For example, now let's introduce another project along the Yangtze River. If this project is selling Building No.5, which is a first-line product along the Yangtze River, how should the planning of Riverside Park be introduced?
Overview: What you see now is Building 5, in front of which is the planned Binjiang Park.
Use FAB law to introduce: The fifth building you see now has a very broad view and good air because there is a planned riverside park in front, which means that you don't feel depressed at home at ordinary times, so you can go downstairs and take a walk with your family when you are free.
Through this comparison, it is not difficult to find that the introduction of FAB rule is obviously more convincing, and the most important point is to impress customers through B, a point of interest closely related to customers.
For what? b？ Word upgrade
What kind of wonderful speech do we want? b？ Doing an upgrade is doing it? Who to meet and what to say? Do you want to use it? Distracted? The way to put words in your heart. Because for different customers, when introducing interest point B, we should know how to subdivide customer needs. Single upstarts in the workplace, married young couples, and investment client groups should all have different concerns and interests.
Just one project? Will the future develop well? For this feature F, three different customer groups have three different points of interest.
The upstarts in the single workplace may be concerned about convenient transportation and convenient work, so the targeted words should be: this project is a new area that the government will focus on because of its good future development, so the transportation facilities will be gradually improved in the future, and when XXX Road is repaired, it will be soon to your place of work.
Married young couples may be concerned about the future education package, so the targeted words are: this project is a new area that the government will focus on because of its good development in the future, so the first-class schools in the city will be introduced here in the future, so you don't have to worry about the future education of your children.
Investment customers can pay attention to the appreciation space. Targeted words: This project is a new area that the government will focus on developing. Because it will develop well in the future, with the continuous upgrading of surrounding maturity and supporting facilities, there is a huge room for appreciation.
Therefore, as a salesperson, we should subdivide our own introduction language according to different customer groups and respond flexibly. Who to meet and what to say? .
For words? b？ Upgrade again
Finally, there is a key point, that is, when it comes to benefits, more emphasis can be placed on the benefits brought by customers' families, especially the elderly and children. For example, when communicating with pregnant women, it is easier to impress pregnant women themselves when talking about the benefits brought to their babies than the benefits brought to pregnant women themselves.
In the on-site reception, if it is a customer group with complex family structure, as a property consultant, we must first judge the role of each member in the customer group. What are the two roles that usually have the greatest influence on trading? Decision maker? And then what? Influencer? . The chief decision-maker is usually the holder of funds or the chief commentator, and? Influencer? Is the most easily disturbed. Decision maker? Is it usually a person? Decision maker? Friends and family.
The correct reception idea is to pay attention to the main decision makers and convince them; At the same time, do you want to put the interests? b？ About family members or friends of key decision makers? Influencer? In fact, to enlarge the attention, such reception often gets twice the result with half the effort on the way to the transaction!