Selling Features,

Advantages & Benefits

Douglas Holman

dholman@sdchamber.org

Direct (619) 544 1391

Why Me?

1. From the Trenches

2. I live in your world

3. I’m good at sales

4. I’ve trained salespeople for over 20-years

5. I have helped other chambers succeed

6. I am pretty tall

7. Hey, Doug - Give stats here

What to Expect

1. Why Do Members Join?

2. The Chamber Conundrum

3. Pain

4. You’re Okay, I’m Not Okay

5. FAB Worksheet

6. Features

7. Advantages

8. Benefits

Why Do Businesses Join Your

Chamber?

Actually…

Members join when he or she believes they can gain an

advantage!

Your job is to help prospective members figure out if and how that

might be possible.

The Chamber Conundrum

What we call a benefit is actually a feature.

We sell features from our point of view.

The ether wears off pretty quickly.

Members feel like they wasted their money.

You’re Okay, I’m Not Okay

Counterintuitive selling is based in the belief that most humans have a

conscience. Therefore, they are not equipped to automatically lie…

Unless they are talking with a salesperson!

Don’t get mad—we all do it.

The better approach is to have a plan that eliminates this strategy.

We all buy things when our emotions move us to make a decision.

The FAB Worksheet Identify Pain, Align Features, Demonstrate an

Advantage and Identify Long-term Benefit

PAIN FAB Worksheet Step 1

Generate a list of pain (needs) associated

with businesses or professionals.

FEATURES FAB Worksheet Step 2

There Are Six Feature Categories

1. N = Networking

2. V = Visibility

3. PD = Professional Development

4. C = Credibility

5. S = Savings

6. A = Advocacy

FEATURES FAB Worksheet Step 2

List on your FAB Worksheet all Features

offered by your Chamber. Begin with

Networking and move across the sheet.

ADVANTAGES FAB Worksheet Step 3

1. Are tied to features.

2. Enables the elimination of pain.

3. Requires a salesperson to ―paint the picture‖.

4. Salesperson must be able to get the prospect to see themselves in the painting.

5. Expands the prospect’s thinking or understanding.

6. Allows salesperson to transition into a consultant.

―I hear you guys host great networking events!‖

1. How much networking has the prospect done?

2. How did it work out?

3. Why did it happen?

4. Can or should it be repeated?

5. Morning or night, structured or not, intimate or wide open?

6. Were there realistic and measurable goals?

Networking Best Practices Help Them Understand How to Succeed

1. Passing the Line-up Test

2. Criteria for selecting events a. Professional sweet spot

Attendees

Information

b. Client or vendor sweet spot

3. Number 2 applies to guests too!

4. Meet associates at events

5. When to arrive and how long to plan on staying

6. What to wear

Strategic Alliances

What or who do guests look for when attending an event?

The Ideal Customer

Help members create criteria to open up their field of view about whom they want to meet at an event.

1. Having goals is important

2. Facilitates a plan

3. Results can be measured

4. Building relationships is key

5. Stop selling – start meeting

Gaining Visibility Through the Chamber Other Benefits in Addition to Networking

Messaging is More Noticeable When You are Known

1. Through event participation a. Giveaways

b. Ambassadorship

c. Tabletop display

d. Sponsor or host

2. Chamber website a. Testimonials

b. Ribbon cutting

c. Online magazine

d. Coupons

e. Membership directory

Professional Development

Salespeople through dialogue and questions will develop an awareness of prospect weaknesses.

1. Networking

2. Referral Generation

3. Prospecting

4. Strategic Alliances

Provide Solutions Gently

Credibility

1. The Schapiro Study

2. Chamber Logo

3. Website

4. Awards

5. Testimonials

6. Social Media

7. Coupons or discounts

8. Other examples

Savings

Salesperson Tips

1. Don’t lead with savings when

making a sale—it’s the wrong bait

2. Savings programs are a way to set the hook for renewal

3. Fulfillment reels them in by getting the member actively involved

4. Staff follow-up for enrollment

Advocacy

1. Member’s business has a

need.

2. Member has connections

who have need.

3. Member has an agenda

4. Member has a conscience.

Can a Feature Have Multiple Advantages?

Recall - businesses join for different reasons;

therefore salespeople must be able to use a

benefit to demonstrate varying opportunity.

Someone yell out any feature and let’s try to

identify more than one advantage.

BENEFITS FAB Worksheet Step 4

1. Wraps PAIN questions and solutions together

2. Provides a step-by-step plan for aligning FEATURES and ADVANTAGES to a result

3. Allows a prospect to clearly see how membership will help them

4. Therapist Vs. Self-help

5. Generates engaged members who’s stories can be retold

6. Enables referral generation

Helps salespeople

identify when

membership is a good

fit by aligning members

with meaningful

features that enable

each to understand the

advantage to be gained

through a measurable

benefit.

IN CONCLUSION FAB Worksheet

BONUS INFORMATION

Why So Many Questions Is the Perfect Bridge Either Into or Out of the 30-Second Elevator Pitch

Do you mind if I get to know a little more about you, your company and your typical customer—joining the chamber is not right for everybody (slight pause) so it would help us to determine what further steps we should take—if any.

I am going to ask a number of questions that will take about 15-minutes and I fear if I don’t forewarn you that it might end up feeling like an interrogation. Is this an okay time to move forward? (Pause and wait for a response and then proceed or set a date and time specific follow-up call)

I just need one reassurance before we proceed. At the end of our conversation we might determine that the chamber is not a good fit – can I have your word that you are not going to get mad at me and think that I wasted your time?

Why Set Expectations Low? 1. Makes Gaining Permission Easier

2. Takes the Pressure off of the Prospect

3. Establishes Cart Blanche to Ask Whatever Questions are Necessary

What Does it Mean When a Prospect Says…

―I love networking, do you hold monthly mixers?‖

―What is the chamber’s position on that legislation?‖

―Which large companies are members?‖

―How many members do you have?‖

―How much does a membership cost?‖

―How do I join the chamber?‖

―I used to belong to another chamber and it was great!‖ or ―…it was horrible!‖

Probing Questions

20/80 Rule

Where do you currently

(insert top concern)?

How is that working out

for you?

Wow, so it sounds like

you are doing great?

There is probably nothing

the Chamber can do to

make things any better?

Really, I find that hard to believe. Can you tell me more about that?

Are you kidding? That must have been very frustrating, am I right?

What do you think might have gotten you a better result?

You’ve probably lost faith that it could ever work, right?

The Test Drive

Many prospective members ask to attend an event before they join. This may seem like a good idea but it requires a plan.

Eight Key Touch Points

1. What are their specific needs for joining the chamber?

2. Do they have realistic expectations? (Is the event right?)

3. Establish agreed upon goals.

4. Calendar the event.

5. Understanding of intent.

6. Set a time & date specific follow-up meeting/call.

7. Build value for the free invite.

8. Bring 3x5 card with goals.

Other Scripts

Can You Send me Information?

Appointment Setting

Cold Call Voicemails

Follow-up Voicemails

Partial Payment