fundamental selling skills -...

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M O D U L E 5 |

Fundamental Selling Skills

Relating & Reinforcing Benefits

Welcome!

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Sysco Fundamental Selling Skills

Sysco's Vision:

"To be our customers' most valued and trusted business partner.”

Fundamental Selling Skills Program

1. Effective Communication

2. Prospecting for New Business Parts 1 & 2

3. Planning the Call

4. Identifying Priorities

5. Relating & Reinforcing Benefits

6. Managing Feedback

7. Gaining Commitment

8. Building Positive and Long-term Customer Relationships

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At the end of this module you will be able to:

• Differentiate features, advantages and benefits

• Use Feature-Advantage-Benefit Statements

• Reinforce benefit claims

• Define and quantify Value-added benefits

Learning Objectives

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D i r e c t e d D i s c u s s i o n

Review | Planning the Call

Tell me about:

• Pre-call research

• Customer-action call objectives

• The three Rs used for opening a call

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Review | Identifying Priorities

• Tell me about these types of questions: – Fact– Need– Implication

• Give me an example of a compelling need

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Helping the Customer in the Knowledge Stage By Relating Benefits

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Knowledge Stage

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Planning the Call

Openness

Relating & Reinforcing

Benefits

Knowledge

ManagingFeedback

Evaluation

IdentifyingPriorities

Focus

GainingCommitment

Decision

AssuringSatisfaction

Validation

Purchase Process

Sales Process Building Relationships

Planningthe Call

C h a t

Customers Gather Information

How do customers gather information?

Openness Knowledge EvaluationFocus Decision Validation

Purchase Process

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How do customers gather information? They:

- Talk to colleagues

- Do research

- View ratings on social media

- Talk to you and competitors

Customers Gather Information By . . .

Openness Knowledge EvaluationFocus Decision Validation

Purchase Process

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W o r k b o o k E x e r c i s e

WIIFM

• Open your workbook.

• Write down one or two big purchases you have made.

• Write down the reasons you made the purchase.

• Be prepared to discuss your reasons.

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C h a t

Why Do People Buy?

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?

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Customers are motivated to:

• Increase sales

• Decrease costs

• Improve staff efficiency and productivity

• Improve quality

• Improve their image

Why Do People Buy – Five Motivations

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• Increase sales

• Decrease costs

• Improve staff efficiency and productivity

• Improve quality

• Improve their image

Benefit statements are based on buying motivations.

Why Do People Buy – Benefit Statements

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Relating & Reinforcing Benefits

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Planning the Call

Openness


Benefits

Knowledge

ManagingFeedback

Evaluation


Focus

GainingCommitment

Decision


Validation

Purchase Process

Sales Process Building Relationships

Planningthe Call

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What is a Benefit?

A benefit:• Is specific to a customer

• Has to be in the customer’s mind

• Aligns to a buying motivation

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C h a t

Why Do You Care About Relating Benefits?

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• Customers need to see benefit to buy.

• Customer perspective is key to your success.

C h a t

Define Price

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How would you define price?

Price

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C h a t

Define Cost

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How would you define cost?

Cost

C h a t

Define Value

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How you would define value?

Value

C h a t

Differentiate Price, Cost and Value

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How would you differentiate price, cost, and value?

ValueThe value to the

customer of all thebenefits minus the cost.

PriceUnit cost on price sheet.

CostTotal cost of the product

including prep and/or trainingtime, storage space required,

shelf life and waste.

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Enough Value?

The sum of the benefits has to outweigh the cost.

The customer may not be convinced there is enough value to make a change because:• There are not enough benefits to make any change

• The benefits are not clear

• The actual or perceived cost is too high

ValueBenefits

Costs

The Value EquationValue = Benefits - Cost | 22

Don’t make the customer think because:

• It’s your job to provide the customer with knowledge

• The customer needs to have you spell out features, advantages and benefits clearly

• Benefits may not be obvious

• Benefits provide the motivation to buy

Don’t Make the Customer Think!

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1. Which Statement Is Most Impactful?

“Our 16/20 frozen shrimp come packed in a 2.5 pound box.”

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or

“Our 16/20 frozen shrimp come packed in a 2.5 pound box that when defrosted yields only 2 ounces of water.”

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or

“Our 16/20 frozen shrimp come packed in a 2.5 pound box that when defrosted yields only 2 ounces of water.”

or

“Our 16/20 frozen shrimp come packed in a 2.5 pound box that when defrosted yields only 2 ounces of water. This means you are paying for shrimp, not water you throw down the drain.”

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How do you provide the customer with knowledge?

• F-A-B Statements

• Reinforce benefits

• Value-added benefits

Providing the Customer with Knowledge

Planning the Call


Benefits

ManagingFeedback


GainingCommitment


Sales Process

Planning the Call

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What are Features, Advantages and Benefits?

We will define:

• Features

• Advantages

• Benefits

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C h a t

Features

An integral characteristic of your product, service or solution.

< Luxury

Space >

< Economy

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C h a t

Advantages

Explain how the feature works or what it does generically.

“The third row of seats can be removed for increased cargo space.”

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C h a t

Benefits

Benefits always: 1. Relate to stated priorities

2. Are derived from the customer−not the product

3. Provide motivation to buy

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Benefits | Relate to Customer’s Stated Priority

What’s the priority?

Room for family?

Economy/mileage?

Safety?

Comfort?

Reliability?

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Benefits | Derived from Customer−Not Product

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Benefits | Provide Motivation to Buy

• Saving time and labor costs

• Increasing revenue or volume

• Reducing costs

• Improving profitability

• Enhancing image

Benefits

Costs

Value



Benefits and Costs

• Saving time and labor costs

• Increasing revenue or volume

• Reducing costs

• Improving profitability

• Enhancing image

• Price• Prep time• Storage space

required• Shelf life• Training • New invoice process

Benefits

Costs

Value


W h i t e B o a r d

1. The new high performance insulation reduces heat loss by 30%, resulting in an immediate savings on your energy bill.

2. The application is hosted, so it is available 24/7 allowing your team access worldwide while minimizing downtime.

3. Increased productivity is a result of faster download times that enable real-time data acquisition.

4. Being a gold sponsor at the trade show gets you a prime location maximizing visibility for your company.

Differentiate Features, Advantages and Benefits

5. The new registration software will allow your customers to enroll online, providing your staff more time to devote to marketing.

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C h a t

Sysco F-A-B Statements

• The feature: Quality meat trim specifications

• The advantages are:

– Better yields– No onsite trimming– Consistent product

• The benefit is:– More satisfied customers– Less prep time– Better profitability

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Features, Advantages and Benefits


• Add the benefits to the advantages you wrote down in your pre-work.

• Be prepared to discuss your responses.

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Now you know that:

• Features are an integral characteristic of the product/service you offer, a fact

• Advantages explain how the feature works or what it does generically

• Benefits describe how features and advantages will solve a customer’s prioritized problems or improve his/her situation

• Benefits answer the question “WIIFM?”

Summary | F-A-B

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When you are relating benefits:

• Don’t assume

• Think WIIFM

• Use “You” and “Your”

• Use F-A-B Statements

Relating Benefits

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Using Transition Phrases to Summarize F-A-B Statements

“Using our pre-grilled vegetables eliminates prep time, so your kitchen staff can concentrate on other, more difficult preparations.”

“You can reduce costs by 2% per year because our new aseptic vacuum packaging reduces storage requirements and extends shelf life by three weeks.”

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Creating F-A-B Statements


• We will finish the exercise we started.

• Write down the F-A-B Statement for the products that this customer would buy.

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When you present benefits:

• Use F-A-B Statements

• Relate the benefits to priorities

• Reinforce benefits

• Obtain feedback

Presenting Benefits

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C h e c k M a r k

Summary | Relating Benefits

Now you know how to:

• Make F-A-B Statements that include WIIFM and use “You” and “Your”

• Use transition statements to summarize the value of the benefits

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Reinforcing Benefits

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C h a t

Common “Reinforcers”

The typical Sysco reinforcers are:

• Cuttings or side-by-side comparisons (the most effective way)

• Demonstrations

• Web link to the Sysco Test Kitchen

• Business Review (Test Kitchen appointments)

• Proper sampling

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Why Reinforce Benefits?

If you use reinforcers it helps the customer:

• Improve comprehension

• Increase retention

• Find the benefit credible

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Summary | Reinforcing Benefits

Now you know:

• Visually reinforcing benefits

- Improves comprehension

- Increases retention

- Adds credibility

• Which Sysco reinforcers to use to reinforce benefits

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Value-added Benefits Introduction

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Value-added benefits are:

• “Extras” above those offered by basic products/services

• Able to address customer priorities

• Provided at no additional cost to the customer

Value-added Benefits

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The four categories of Value-added benefits are:• Support services

• Consulting services

• Personal services

• Promotional services

Four Categories of Value-added Benefits

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C h a t

• Support services are provided by your company, not by you personally

• Sysco provides:

Customer service for delivery or order problems

Product guarantees

Product recall processes

Product liability insurance

Support Services

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Consulting Services

• Support services

• Consulting services:– Are services that you offer and include:

• Menu analysis

• Specials / recipe ideas

• Sysco Test Kitchen use

• Business Review.

– Require a time commitment

– Use judgment for the kind and amount of consulting based on the potential return

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• Personal services: – Value-added enhancements

you personally bring

– Examples: “Call me if you have a problem” or sharing personal industry knowledge

Personal Services

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• Personal services • Promotional services:

– Menu design and graphics

– Special sheets and promo cards

– Social media strategy and website design/input

Promotional Services

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Identify Your Own Value-added Benefits


• Write down the Sysco Value-added benefits and how they benefit the customer.

• Be prepared to report back.

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The Quantifying Value-added Benefit Process is:1. Start with the Value-added benefit

to the customer and ask“What is the financial value to customer?”

2. Link Value-added benefits together

3. Convert numbers to dollars or time saved

Quantifying Value-added Benefits Process

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Quantify Value-added Benefits

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• Write down the value of the Sysco benefits in dollars or time saved.

• Be prepared to report back.

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F i s h b o w l

Demonstrate Value-added Benefit Statements

• Volunteer to demonstrate the benefit conversation.

• Use the benefit statements you wrote in your workbook.

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C h a t

Enough Value?

Costs

The price of the product plus thecost to change

• Product benefits• Value-added benefits• Help the customer

quantify benefits

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Value

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Benefits

The Value EquationValue = Benefits - Cost

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Summary | Value-added Benefits

Now you know:

• The four categories of Value-added benefits

• The specific Value-added benefits Sysco provides

• A method to quantify Value-added benefits

• How to have a conversation with the customer about Value-added benefits.

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Aligning Value-added Benefits to Buying Motivations Introduction

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D i r e c t e d D i s c u s s i o nAligning Sysco Value-added Benefits to Buying Motivations


Sysco Value-added Benefits are:

1. Increase sales

2. Decrease costs

3. Improve staff efficiency and productivity

4. Improve quality

5. Improve their image

1. Consulting on menu ideas

2. Consulting on how to manage inventory and get the most out of their POS

3. Training on products

4. Attending an OpCo kitchen

5. Consulting to help improve image with social media strategies and promotional materials

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Example: Let’s take the Sysco Menu Analysis Service.

Aligning V-A-B to Buying Motivations

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F i s h b o w l

Demonstrating Quantifying Value-added Benefits

• Choose your quantifying Value-added Benefits statements from your workbook.

• Demonstrate the statement.

• The facilitator will act as the customer.

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Now you know how to:

• Align features and advantages to business needs• Use features and advantages to explain

the capabilities of your products/services• Communicate benefits using F-A-B Statements• Use transitions to create F-A-B statements:

– Always follow features and advantages with benefits

– Reinforce your F-A-B Statements

• Finally, quantify the Value-added benefits you offer to enhance the overall value of your solution

Summary | Relating & Reinforcing Benefits

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Before Next Session Time

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Before next session:

1. Homework:

a. Create a F-A-B statement with a transition for an expensive product

b. Pick a reinforcer for the product and quantify the benefits

c. Practice with your managers or a colleague

2. Review the materials from this module

3. Log on to Sysco Interactive University (SIU)

4. Take “Assessment for Module 5: Relating & Reinforcing Benefits”

Next Time

1. Effective Communication

2. Prospecting for New Business

3. Planning the Sales Call

4. Identifying Priorities

5. Relating & Reinforcing Benefits

6. Managing Feedback

7. Gaining Commitment

8. Building Positive and Long-term Customer Relationships

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Thank You

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