| Salespeople are commonly told to sell "solutions" | | | | perceived as a valuable solution. |
| and "value" rather than just product features. But | | | | Here is an example: |
| when the time comes to present their products, | | | | Tie-Back: "You said you were dissatisfied with the |
| they fall back on generic scripts with no direct | | | | unnatural light of your fiber-optic unit." |
| connection to any specific needs the customer | | | | Feature: "Our Model 2000 uses a color-correcting |
| has revealed. The customer winds up in a | | | | system that delivers perfectly white light." |
| one-sided conversation, listening to the | | | | Benefit: "This improves the visual sharpness and |
| salesperson present too many low-priority | | | | reduces eye strain and fatigue." |
| capabilities. | | | | Reaction: "How would a sharper image help with |
| What salespeople lack is a structure for | | | | your work?" |
| presenting products in a way that ties features | | | | When you structure your presentation using the |
| and benefits directly to the customer's expressed | | | | TFBR format for each product feature you |
| needs. | | | | discuss, you have a self-correcting method to |
| Lack of structure in a presentation is a | | | | ensure that what you are presenting is a valuable |
| prescription for lack of perceived value. | | | | solution that hits all the right targets. |
| There is such a structure-Action Selling's TFBR | | | | In The Field: |
| method (for Tie-Back, Feature, Benefit, Reaction). | | | | The TFBR method becomes even more powerful |
| It lets you create sales presentations that | | | | when salespeople get product training and |
| communicate a compelling reason to move | | | | marketing support designed to reinforce it. After |
| forward by connecting product features to actual | | | | introducing his sales team to the Action Selling |
| needs the customer has already agreed upon. In | | | | process, Gerry Giorgio, regional manager with |
| other words, TFBR provides the answer to, "How | | | | Vaughn Seed a Division of Sandoz Nutrition, |
| do I sell solutions?" | | | | decided to take product training and marketing to |
| Solution: To present your product as a solution, tie | | | | a higher level. |
| a specific need the customer has expressed to a | | | | "We trained our marketing staff in Action Selling |
| feature of your product. Tie-Back by restating | | | | sales training as well," Giorgio said. "Now we have |
| the need, then describe the corresponding | | | | successfully integrated our sales skills training with |
| Feature. | | | | product training-and marketing develops |
| Value: Demonstrate the feature's value to the | | | | presentation pieces using the Action Selling TFBR |
| customer by explaining its Benefit, again in terms | | | | procedure. You know it's working when |
| of the customer's expressed need. | | | | customers go out of their way to comment on |
| Confirm: Cement together the solution and value | | | | how thorough your salespeople are with their |
| by asking for the customer's Reaction. This tells | | | | presentation of your product solution. |
| you if what you have presented is, indeed, | | | | |