The document discusses techniques for emphasizing benefits when selling to customers. It introduces the FAB (Feature-Advantage-Benefit) approach for highlighting the key selling points of a product. Features are physical characteristics, advantages are performance characteristics, and benefits are favorable results that address customer needs. Using a trial close and the SELL (Show-Explain-Lead-Let) sequence can help determine customer needs and objections. Adaptive selling involves identifying a customer's personality style and adapting the presentation approach accordingly.

1. 4- McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

2. The Psychology of Selling. Why People Buy Chapter 4

3. Chapter 4 4-

20. Exhibit 4.4: Match Buyer’s Needs to Product’s Benefits and Emphasize Them in the Sales Presentation 4- Benefits Seller Buyer Needs Unimportant Unimportant (de-emphasize) Important Important (emphasize)

24. Exhibit 4.5: The SELL Sequence: Use It Throughout Your Presentation 4- S E L L S how feature E xplain advantage L ead into benefit L et customer talk

27. 4-

30. Exhibit 4.6: Examples of Features, Advantages, Benefits, and Trial Closes that Form the SELL Sequence 4-

32. Exhibit 4.8: Guidelines to Identify Personality Style 4-

37. Exhibit 4.10: The Three Classes of Buying Situations 4-

39. Exhibit 4.12: Personal, Psychological, and Social Forces that Influence Consumers’ Buying Behavior 4-