How to Sell With Complete Confidence by John Gordon

Author:John Gordon
Language: eng
Format: epub
Publisher: Pan Macmillan UK

Ogilvy would say, ‘Sell the sizzle, not the sausage.’10

The best way to sell a product is not to focus on the cold hard facts, but to use those facts to highlight what the product really means to the customer. To do this, let me introduce the concept of FABs (Features, Advantages and Benefits). Understanding the difference between them, and presenting your sales points as a series of FABs will help your customer to appreciate how your product meets their needs, and will therefore raise their desire to buy.

Feature – Single indisputable fact about the product.

Advantage – Why that fact is notable, or what is good about that feature.

Benefit – How that feature benefits the customer.

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