Sales Training Series - How to Sell Solutions

Salespeople are often told to sell "solutions" and "values" rather than just product features. However, when they present their products, they return to the generic script and are not directly related to any specific needs revealed by the customer. The client ended the unilateral conversation and listened to the sales manager's ability to make too many low priorities.

What salespeople lack is a structure for presenting products in a way that directly characterizes and expresses customer needs.

The lack of structure in presentations is a prescription that lacks perceived value.

There is such a structure - the TFBR method of action sales [for bundling, features, benefits, reactions]. It allows you to create sales presentations that convey compelling reasons by associating product features with actual needs that the customer has agreed upon. In other words, TFBR provides the answer to "How do I sell a solution?"

Solution: To showcase your product as a solution, connect the specific needs expressed by the customer to the product features. By redefining the need to bind, then describe the corresponding function.

Value: By interpreting its benefits, the value of the function is presented to the customer again based on the customer's expressed needs.

Confirmation: Integrate solutions and values ​​by asking customers for their responses. This tells you whether the content you present is indeed considered a valuable solution.

This is an example:

Recapture: "You said that you are not satisfied with the unnatural light of the fiber optic device."

Features: "Our Model 2000 uses a color correction system to provide perfect white light."

Benefit: "This improves visual clarity and reduces eye strain and fatigue."

Reaction: "How can a clearer image help your work?"

When you use the TFBR format to build a presentation for each of the product features you discuss, you have a self-correcting approach to ensure that the content you present is a valuable solution for all the right goals.

In the field:

The TFBR approach has become even more powerful when salespeople receive product training and marketing support designed to enhance it. After introducing his sales team to the Action Selling process, Gerry Giorgio, regional manager of Sandoz Nutrition's Vaughn Seed, decided to take product training and marketing to the next level.

"We train our marketers to also sell sales training," Giorgio said. "Now, we have successfully combined our sales skills training with product training and developed a presentation using the Action Selling TFBR program. You know, when customers are desperate to comment on the level of detail your sales staff has on your presentation. When it does, it will work as a product solution."

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