Effective use of HPV in sales The “Characteristic – Advantage – Benefit” method helps to build an effective dialogue with the client, focusing on the important properties of the product and i job function email list ts value for the buyer. To ensure maximum efficiency of the HPB in sales, several key principles should be followed.
Identify needs
Each customer has their own priorities. To present a product in the most favorable light, a seller must first determine the buyer’s needs. The same feature can be valuable in different ways, depending on the situation. For example, a company offers a leather sofa. The material it is made of has several advantages:
- leather is a premium component that emphasizes the owner’s status;
- the surface is easy to clean, which modern trends in morphing makes caring for the sofa convenient;
- natural material provides comfortable tactile sensations.
The seller can list all the advantages at once, but experienced specialists advise to first determine the client’s needs and then select the appropriate benefits. For example, if a buyer comes to a car dealership, he probably already has his eye on a certain model.
Therefore, the consultant will first clarify: “Which model are you interested in?” Then he will ask additional questions, for example, where you plan to use the car – in the city or in the countryside.
Get feedback
After completing the monologue about the product, the seller should get feedback from the client. For this, it is useful to use open questions that cannot be answered with a simple “yes” or “no”. For example, phrases such as: “What do you think?”, “How do you like this offer?”, “How suitable is this for you?”
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These questions help to understand how the buyer perceives the information and how effective the conversation is. Perhaps the client is not satisfied with the product characteristics or the seller did not take into account his needs, was distracted by inappropriate details. The answers will help to correct the further course of the conversation.
For example, a customer came to buy headphones, and the seller offered him an in-ear model. After the presentation, he asked: “What do you think?” The customer replied that such headphones gave him a headache. The seller quickly switched to another model, emphasizing that it was specially designed for those who experience discomfort from other types of headphones. He listened to the customer’s needs, which allowed him to successfully close the deal.
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Don’t give out all the information at once
You should not overload the buyer with product cyprus business directory data at once. Experienced sellers recommend using no more than 5-6 sentences at a time. More information can confuse the client, which will lead to doubts about the deal. The buyer needs time to digest the data, which can lengthen the sales cycle or lead to refusal to purchase. It is better to focus on the key advantages of the product and not delve into secondary characteristics.
In the example with headphones, the seller focused on noise isolation, but they also have other important characteristics: maximum volume, supported formats, charging speed, compatibility with different operating systems, battery life, and others.
If the manager had told about all the characteristics right away, the buyer would certainly have thought about the availability of another model with better indicators in all parameters than those offered to him, although he only needs