F refers to the characteristics or facts, that is, what are the characteristics and attributes of one's own product, such as "it is the lightest electronic engine among products with the same function, weighing only 10 pound."
A is an advantage or advantage, that is, how you are different from your competitors; Such as "light enough. So it can be used portable. "
B is the interests of customers, the benefits brought by this advantage. For example, "Your customers no longer need to go to the service center for help, because service representatives can use portable service tools."
So FAB focuses on the "point of purchase" of customers.
FAB means that in the promotion of goods, the characteristics, advantages and benefits that goods can bring to customers are organically combined in a certain logical order to form a complete and perfect marketing persuasion.
FAB method is to analyze and record a product from three levels, organize it into a complaint point of product sales, convince customers and customers, and promote transactions. However, what needs to be paid attention to is what the customer (customer) cares about, and then what he likes, so that the interests we demand are consistent with the interests that the customer needs, and it can play an effective role. Never copy it mechanically, just do it all without analysis.
The description of product features answers "What is it?" Generally speaking, it is not convincing to use product features alone in sales display, because buyers are interested in the specific benefits brought by products, not product features. Even if your product has such appearance or quality, what can it do? What is its performance and what benefits have it brought me? So you must discuss the product advantages related to the buyer's needs, which is why.
Operation practice of FAB method
(1) function
Characteristics refer to all the physical, chemical, biological and economic characteristics that a commodity can feel, which can be expressed and explained by a series of indicators and standards. For example: raw material composition, composition, quantity, quality, specification, structure, function and performance, appearance style, color and taste, packaging, brand, delivery, installation and use.
Any commodity has its own characteristics in all aspects. As a salesperson, we should be familiar with them, at least the main features of the main commodities or commodities, and keep them in mind.
Take a brand of milk powder as an example. When you tell the customer that all our milk is made in New Zealand, this sentence is to tell the customer that the origin of this milk powder is New Zealand. Fatty acid DHA was added to explain the raw materials of the product. There are two packages, red and green, which describe the product specifications.
Take a brand of milk powder as an example:
Features:
1, produced in New Zealand.
2. Raw materials added with fatty acid DHA
3. Red and green packaging specifications
These sentences describe all the facts or characteristics of the product itself, but the introduction only stays on the nature of the product, giving customers only some boring information of data, which is difficult to arouse customers' desire to buy. So after describing the characteristics of the product, we will enter a deeper explanation-advantage, advantage explanation.
(2) Advantages
When introducing the advantages of goods, salesmen must pay attention to comparing the similarities and differences of the characteristics of different goods and explore the advantages from them. It should be said that it is relatively easy to find out the characteristics of various commodities, but to find out the advantages from the characteristics, we need to work hard and collect more information.
When explaining the advantages of goods, salespeople should be objective and accurate, and they should be able to provide some proofs or evidence to convince customers.
Let's take the above-mentioned brand milk powder as an example, and each feature can lead to the advantages of the product. For example, after describing that milk powder is produced in New Zealand, we can tell customers that New Zealand is the most advantageous natural pasture in the world at present, and all milk comes from healthy and highly immune cows. Milk powder is absolutely pollution-free, hygienic and safe.
Today, with the worsening environment and people paying great attention to food hygiene, hygiene and safety can be said to be the two biggest advantages. When the product has obvious advantages, it makes the product very convincing.
Function 1: Made in New Zealand
Natural green pasture
Selected from highly immune healthy dairy cows.
Advantages: absolutely pollution-free, hygienic and safe.
Just said that milk powder has a feature: DHA is added. We can continue to extend this feature to an advantage, because DHA is an essential fatty acid for human body and is called "children's smart substance", which plays an important role in the growth and development of brain cells. So one advantage of this milk powder is that it can improve and develop children's intelligence.
Feature 2: Fatty acids are added.
DHA is an essential fatty acid for human body.
DHA is called "children's intelligent substance"
DHA is good for the growth and development of brain cells.
Advantages: It can improve and develop children's intelligence.
Multiple specifications can also bring benefits. For example, milk powder packaging has red and green colors, which means it is suitable for people of different ages. Because there are obviously different specifications, the products are easy to distinguish and convenient for customers to choose.
Feature 3: red and green packaging
Red is suitable for children aged 0~3.
Green is suitable for children aged 3-6.
Advantages: easy to distinguish and convenient to choose.
Through FAB introduction, the characteristics, advantages and benefits of the product are analyzed layer by layer, and the personality of the product is revealed, which not only gives the customer a deep understanding of the product, but also stimulates his strong interest in the product.
(3) benefits
Benefit is a specific advantage that a product can meet some customers' needs. This advantage can bring customers expected or unexpected benefits, which are benefits. High quality may bring safety, reliability and durability; It may be the fashion sense brought by the novel structure and style; It may be faster and more convenient to use; May be simple and easy to operate; It can save time, energy and money; It may also be the sense of fame brought by famous brands.
It can be seen that the characteristics of commodities exist objectively, and the advantages of commodities are found through comparison with other commodities, while the interests of commodities need to combine the characteristics of commodities with customers' consumption needs and purchasing psychology and need to be linked with specific customers. The same commodity may mean different benefits to different customers; Different goods may mean the same benefits to the same customer.
FAB product promotion
According to FAB method, commodity promotion is to fully expound the characteristics, advantages and benefits of commodities according to the specific situation of sales occasions.
According to the FAB method, there are four sequences:
F-A-B: Features-Advantages-Benefits.
A-F-B: advantages-features-benefits.
B-f-a: benefits-features-advantages.
B-a-f: benefits-advantages-characteristics.
Principle of FAB method
When using FAB method, we should pay attention to several principles:
(1) Seek truth from facts
Seeking truth from facts is very important. When introducing products, remember to be based on facts. It is not advisable to exaggerate and attack other brands in order to highlight your own products. Because once customers realize that you are lying, they will be wary of trading activities for the protection of their own interests, but will let you promote your business. Every customer's needs are different, and no product can meet everyone's needs. If you try to recommend products by lying and exaggerating, you will push away those customers who really want to buy.
(2) Clear and concise
A product itself will contain many elements, such as features, ingredients, usage and so on. There may be many special terms involved in the introduction, but the level of customers is uneven, and not every customer can understand these terms. Therefore, attention should be paid to replacing it with simple words or images when introducing it. When explaining, the logic should be clear and the sentences should be fluent, so that people can understand it as soon as they listen. If you feel that your expressive ability is not strong, you have to practice more in advance.
(3) clear focus.
In addition to seeking truth from facts and being concise, we should also pay attention to clear priorities when introducing products. Don't instill all the information about the product into the customer, so that the customer can't understand the benefits and advantages of your product at all, and then he will not be interested in your product. When we introduce products, we should have a focus and priority. Important information, such as the advantages and benefits of products, can be elaborated in detail; We can simply state the shortcomings and unfavorable information of some products, and this statement must be clever.
Product promotion skills of FAB profit sales method
When using FAB method to persuade sales, salespeople can try to adopt the following methods or skills in specific explanation methods to enhance the persuasion effect.
Seek common ground
* * * The same viewpoint is the basis of communication, and commodity promotion and sales persuasion should also be based on the same viewpoint. The * * * consensus view sought or established by salespeople comes from two situations: what customers agree with in their own views; The customer's point of view can be used to further elaborate. In both cases, the second one is better because it is based on the customer's point of view.
For example, salespeople often use this technique in food sales. Customers often take a casual look at the counter and casually ask, "How much is it?" The seller was not in a hurry to answer the price question, but said, "Do you want to try it first?" Once the customer's mood is aroused, the seller will go on to say, "Is this good?" When the customer expresses his approval, he will introduce it immediately.
Sustained affirmation
Salespeople guide customers to make affirmative answers by asking questions, and guide customers to make purchase decisions from the simplest and easiest questions.
The customer keeps asking questions, and the sales staff gives affirmative answers until the customer makes a purchase decision or raises new questions that need to be discussed.
Give him an inch and he will get a yard.
Make a small request first, and then make a big request; Make an easy request first, and then make an impossible request; First make demands on minor issues, and then make demands on principle issues; Even if the former request is put forward first, and then the latter request is not put forward for the time being, the other party can agree to the former request and actually agree to the latter request-this is the so-called "pushing your luck." The reason why the requested party agreed before and after the meeting is because there is a joint relationship between the two requests; From the psychological point of view, it is because people feel that since they have agreed to the first request, they have the responsibility to agree to the second request, because no one wants to renege.
This method is often used in the promotion activities of supermarkets. For example, you can get a certain amount of shopping vouchers (100 yuan, 20 yuan, 50 yuan, etc. ) after buying enough goods, or get other discounts. Once the customer does this, it means that he has to spend more money to buy more things.
retreat in order to advance
People often follow this principle of "reciprocity" consciously or unconsciously in their lives. The so-called "reciprocity" has two meanings: first, "the dripping of water, the gushing of water", people respect me one foot, I respect others one foot; The second is mutual courtesy. Retreat is the second meaning.
For example, introduce high-end and expensive goods first, and then objectively introduce another cheap product when customers say they can't accept it, which will greatly increase the possibility of success.
Divert attention
There are usually three situations in product promotion:
Customers ask or talk about sensitive issues or business secrets in supermarket management, and the sales staff can't elaborate on them in detail, so they can only briefly pass them by and immediately turn to other topics. This can be called "avoiding the heavy and avoiding the light".
When customers digress and ramble in communication, salespeople should try their best to get the other person's attention back to the topic, which can be called "avoiding the important and making light of it".
An insignificant customer objection, the salesperson can neither refute nor need to correct, or be noncommittal, or simply pass it by.
Logical guidance
In marketing, people's buying motives are divided into rational motives and perceptual motives, and people's buying behaviors are divided into rational behaviors and perceptual behaviors. Here, the dividing standard of rationality and sensibility is the content that people consider and take action. Rationality is based on objective standards, and sensibility is based on subjective standards.
Generally speaking, when people mainly consider the quality level, technical performance and composition structure of goods, they mainly reflect rational motives; But when it comes to beauty and fashion, people pay more attention to emotion. Whether it is rational motivation and behavior or emotional motivation and behavior, people's hunger words and deeds have their own thinking logic. As a salesperson, we should understand the different thinking logics of different people and persuade and guide them according to their habitual thinking patterns, which will achieve good results. On the contrary, it may be counterproductive.
Emotional induction
Sales persuasion is a process of making customers accept the views of salespeople, and it is also a process of salespeople mobilizing customers' emotions. These two aspects complement each other. When the customer accepts the salesperson's point of view, his mood will be easily mobilized; When the customer's emotions are mobilized, it is easy to accept the salesperson's point of view.
endorsement be mandate
Entrustment endorsement is an alliance strategy. When customers show a strong purchase intention and worry that people around them may be skeptical and hesitant, salespeople should take the initiative to stand on the customer's side, provide them with proof, and support customers to make purchase decisions, so as to reduce the environmental pressure felt by customers.
Profit and loss comparison
In sales persuasion, the gains from buying are compared with the losses from not buying, so that customers can make a purchase decision. Everything has advantages and disadvantages, and there are certain risks for consumers to buy goods. For example, if you buy new goods, the advantage is that you can use them first and then benefit, and enjoy the pleasure of leading the trend; But the risk is that new products will definitely decrease, and it will definitely cost a lot of money to buy new products, and there will be money losses. For example, if you buy seasonal goods, you can certainly get the price benefits, but the loss is that you can't use them immediately after you buy them, and you must leave them at home for a while.
Everyone has his own risk preference. Some people are willing to take risks in order to enjoy themselves more, while others are only willing to take smaller risks in order to live a stable life. Generally speaking, people who pursue new products dare to take risks. Sales staff should also be good at identifying the risk preferences of different customers and skillfully use profit-loss comparison to convince customers in sales persuasion.
Choose between two things.
Choosing one from the other is the concrete application of the contrast method and follows the principle of choice. From a technical point of view, try to narrow the choice to only two; Carefully arranging the order of selection, even if the focus of persuasion and promotion is put behind, is nothing more than using the principle of human memory-people always remember the recent events. Therefore, when promoting goods, if the focus is on mid-range goods, then we might as well launch high-end goods first-to emphasize price comparison; Or, introduce the durable goods first and then the mid-range goods-emphasize the comparison of quality and performance.