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Positioning Greythr (How To Sell)
Positioning Greythr (How To Sell)
Positioning Greythr (How To Sell)
VIDEO
Activities: The Facilitator asks the participants to list out 5 various products they use
and what’s the value proposition of the same
Positioning greytHR (How to sell)
This site gets straight to the point and lays everything out in a short 7 word statement; “The easiest way
to pay your employees.” The simplicity of it works for what they are advertising.
Their UVP states their intent to provide payroll services. Their unique value is in simplification; they
make it easy. They communicate their service, as well as the key benefit to their customers, an easier
way of doing payroll.
Positioning greytHR (How to sell)
Positioning greytHR (How to sell)
Positioning greytHR (How to sell)
Positioning greytHR (How to sell)
Positioning greytHR (How to sell)
WHAT IS FAB?
Positioning greytHR (How to sell)
VIDEO
Positioning greytHR (How to sell)
"Features tell, but benefits sell." The top marketers know "Benefits" tap into emotions and ultimately
motivate people into action
Activities: The Facilitator asks the participants to list out FAB for five products they use
Features, Advantages and Benefits It's helpful to think of your product as made up of three
distinct parts:
• Features
• Advantages
• Benefits
A feature is what a product is or does
Example: “This car has ultrasonic sensors
fitted to each bumper and electronic
powersteering” [FEATURE].
A benefit is what it will do for your
customer
Example: “It can help you park in tight
spaces without risk of damage”. [BENEFIT]
Develop every product feature into a tangible benefit, an end result that satisfies a customer problem or
need. Features are merely descriptions of what you do or what you offer. For example, a feature is a
Positioning greytHR (How to sell)
diamond tipped 10mm drill bit... ... the advantage is "it makes holes in seconds." BUT the benefit is
that it saves you TIME.
So what? WIIFM? The Advantage Trap Put yourself in your customer's shoes and ask 'What's In It
for Me?' (WIIFM?). So what if the laptop you're trying to sell me
has an 867MHz processor, 256MB memory, a 38 cm display and
built in Bluetooth? What's In It For Me? And don't fall into the
common trap of merely developing your features into advantages –
how a product or service MIGHT be used or MIGHT help a
prospective customer, or how it compares with your competitors.
What does it mean for the customer? What will he or she be able to
do as a result? Benefits are only really benefits if they deal directly
with a customer need. Take a new mover with the feature: 'Power
driven Quantum 15 horse-power engine'. 'It's the quickest mower on
the market' isn't a benefit – it's an advantage. The benefit is that you can mow your lawn in half the
time, allowing you more time to enjoy your garden. So don't fall into the trap of getting
overenthusiastic about your product and its new, unique and revolutionary features. Don't focus on
the bells and whistles. All your buyer cares about is WIIFM? However, all this will be lost on a
person who has no lawn to mow – KNOW your customer!
Think FAB – Features, Advantages, Benefits The secret of coming up with genuine benefits is to be
customer-oriented. The benefit you give is much more powerful if it fits a specific, explicit customer
need. Review your existing sales and marketing literature, and rethink your sales pitches. How can you
Positioning greytHR (How to sell)
turn features and advantages into benefits? The following are some magazine ads. Look at how ads (3)
give tangible benefits, whilst (1) and (2) just give features and advantages –
Neil Rackham, author of SPIN Selling, argues that the higher the value of the sale, the less effective
advantages become, and the more effective benefits become. The more you relate your message to an
explicit customer need (e.g. Avoid accidents, Shave as quickly as you want without mistakes) the
better. How do you get to your customer's needs? Ask questions: probe the effects, consequences and
implications of your customer's problems. What benefits are they looking for? Do what we what we
Positioning greytHR (How to sell)
should do – get close to your customers. Deeper benefits The deeper and more personalized the benefit
you can use to appeal to your customer, the more powerful your sales pitch. John Forde of the
Copywriter's Roundtable explains
'When a local gym selling memberships talks about the
equipment they have upstairs, that's a list of features When they
tell you how that equipment can get you slimmer and stronger
than equipment they have at other gyms, that's a translation
from feature to advantage to benefit. But when they start
flashing you photos of lithe-looking members in gym gear...
chatting confidently... flashing big smiles and toned
flesh...show medical reports on lower bloodpressure and
cholesterol well... That's approaching the deeper benefits.' The
more benefits and deeper benefits you can stack up in favour of your product, the more chance you
have of your sales pitch outweighing the price the customer has to pay.
FABulous Life Life insurance is a valuable financial tool because of the many benefits a life cover
policy offers beyond a death benefit. Depending on which policy you choose, living benefits can be
added to life insurance, which can be used in a variety of ways. Life insurance is the only investment
option that offers specific products tailor made for different life stages. It thus ensures that the benefits
offered to the client reflect the needs of the client at that particular life stage, and hence ensures that the
financial goals of that life stage are met.
The table below gives a general guide to the plans that are appropriate for different life stages.
Positioning greytHR (How to sell)
Our product, Life Plan Plus is available as a term or whole of life Policy [FEATURE]. Life Plan Plus
term insurance allows you to select the term based on your age and need [ADVANTAGE]. You will
also receive a generous maturity value at the end of the term. [ADVANTAGE]. This maturity value is
tax-free in your hands [BENEFIT] and you can now use this capital as extra retirement funding
[BENEFIT]. What do you think are the Features, Advantages and Benefits of the whole life option?
FAB’s Our savings product, Cash Plan Plus, allows you to make “cash withdrawals” from the sixth
policy year. Cash Plan Plus is extremely flexible. You decide how much you need and when you need
it. With our product, you can save up to 40% in premiums in the 1st year of your policy. What are the
FAB‟s of the above? Use the table below to plot the Features, Advantages and Benefits.
F A B
The features are what good things the product offers, Advantages are what this product provides that
has an edge over the competition. The benefits would be what the consumer will be able to do or what
they will get from buying this particular product.
Pretty straight forward, but they are mainly LOGICIAL stuff to enable the sale. Remember
that sales are made mainly through emotion and are BACKED UP with logic.
So we need to remember to also add MOTIVES to the mix.
Positioning greytHR (How to sell)
MOTIVES - are what the features and benefits will satisfy with the buyer.
What feeling will it give them?
Importance?
Safety?
Significance?
What are the emotions associated with your prospects and clients having your products
and services?
FEATURES
“Sean, this baby car seat has a dual locking system on each of the straps…”
ADVANTAGES
“The advantage of this system is that it will take you a double click to fasten it or
to release it instead of just one click on most models…”
BENEFITS “That means that Holly will be secure in her seat and if
she manages to prize open one of the locks then there is still the back-up of the
other one…”
MOTIVES “Sean, you‟ll have the peace of mind of the safest car seat on the market and also the fact
that Holly will not be able to open the straps and harness herself”
\
Case Study :
The Tupperware Effect and Why we’re Influenced to Buy Now, many of us at one time or another has
been invited to a Tupperware party or something similar. We all know
what is going to happen; someone is going to sell us something at the
party. And in the end, we come home with more Tupperware even
though our cabinets run over with more plastic goodies than we shall
ever need.
How did we get sold?
Let us recreate a scenario and then let us take a closer look.
Scenario:
Positioning greytHR (How to sell)
Your friend Princely calls you and invites you to a Tupperware party he is hosting at his house. You
find it hard to say no and so you agree to be there. You show up and there are other friends and soon to
be new friends at the party snacking samosa and sipping on some wine all the while having polite
conversation.
Your friend Princely then clinks his wine glass politely with a spoon to get everyone’s attention as she
prepares to introduce the Tupperware representative (a friend of Princely ‟s I’m sure). Introducing
herself, the rep, then courteously asks everyone in the room to introduce themselves so that everyone
can get to know a little more about each other.
The rep then asks how many people already own Tupperware. Many of the guests raise their hands.
The rep then asks each of them to share their experience with their Tupperware
Products and how they use them at home to make their lives more convenient. She then talks about the
new products Tupperware has and then closes by thanking everyone for taking the time and supporting
their friend Princely. Princely then says, “I’m passing out this form for anyone who is interested in
buying any of the items we discussed. And we also have more drinks.”
That is it, no hard sales pitch and no sales pressure to buy.
Next thing you know, you are filling out a form and signing up to buy a few of the Tupperware items
even though you told yourself you wouldn’t.
Sound familiar? What happened? Why did you feel compelled to buy something? What I want to do
now is dissect exactly what happened and why. If you have ever watched one of those crime shows,
you have probably seen the lead detective, after reviewing the crime scene recreate exactly what
happened based on the evidence.
What I want to do is highlight what rules of social dynamics compelled you to buy:
1) When you walked in you were greeted by your friend Princely . Rule of Liking: we are more likely
to be persuaded by people we like, know and trust. We favour buying from people we like, in this case
our friend Princely .
2) You were then offered free hors d'oeuvres and wine. Rule of Reciprocity: when someone gives
you something, you feel a sense of obligation to return the favor in kind…in this case by buying
something after eating Princely ‟s food and drinking her wine
3) The rep than asked the willing to share their experience with their Tupperware products. Rule of
Social Proof: when we see others doing something, we take our social cues from others and we are
inclined to do the same. When the rep asks those who have bought in the past to share their
experiences, what she is doing is providing you the buyer with „proof‟ that others love the product and
so should you.
4) And, if you were one of those people that volunteered to share your experience with the group, then
you were influenced by the following rule.
Positioning greytHR (How to sell)
Rule of Consistency: if you make a public statement, you will behave in a Princely er that is
consistent with your public statement. By saying that Tupperware is great you‟ve pretty much painted
yourself into a mental buying corner. You will look like a liar if you don‟t buy some of their newer
products after stating how satisfied you are with their products.
Although, there are other subtle dynamics at work in this example, I wanted to highlight the four
major rules at work. Each rule in and of itself may or may not be enough to sway someone to make a
buying decision, but the cumulative effect is powerful and effective.
So here is my question to you, “How can you use one or all four of these rules to improve your sales
closing ratio?”
FAB ASSESSMENT
1. Securing protection should be your primary goal when purchasing a Life Insurance policy. Is this a
Benefit; Advantage or Feature? a. Feature b. Advantage c. Benefit
2. Life Cover (the Death Benefit) on a Life Insurance policy is a benefit. Is this statement True or
False? a. True. This is the reason you take Life Insurance policy b. False. This is a feature of a Life
Insurance Policy
3. Life Insurance can build a cash value which you receive at the end of the term of the contract. Is this
a Benefit; Advantage or Feature? a. Feature b. Advantage c. Benefit
4. A Life Insured can cash in the policy (surrender) or borrow against the policy if they choose. Is this
a Benefit; Advantage or Feature? a. Feature b. Advantage c. Benefit
5. A Life Insurance policy can create wealth for your beneficiaries. Is this a Benefit; Advantage or
Feature? a. Feature b. Advantage c. Benefit
Positioning greytHR (How to sell)
In this advertisement, the features, advantages and benefits are: Features: Fan forced cooking system,
mini turbine, and ring heater element. Advantages: Cooking on up to three levels, hot air forced evenly
through the interior. Benefits: Reduced cooking time, reduced energy consumption, perfectly even
cooking results.
Positioning greytHR (How to sell)
knowledge
HR/Manager can viewensure
leave that architecture ensures
This gives a clear insights of
employees on leave in a calendar Work can be planned based on this data
calendar of the company/team hassle-free
greytHR has relevant view
HR can monitor all leave implementation in as
features
transaction happening within
Can take necessary review actions All requests are attended and actions are
against long pending transactions taken
the company low as 4 hours
Self service portal mobile Employees can apply leave and No need to login via computer, employees
Excellent customer
application manager can review it on the go can access the application via mobile
Positioning greytHR (How to sell)
application itself
LEAVE MODULE FAB
Return on investment, or ROI, is the most common profitability ratio. There are several ways to
determine ROI, but the most frequently used method is to divide net profit by total assets. So if your
net profit is 100,000 and your total assets are 300,000, your ROI would be .33 or 33 percent.
greytHR – ROI