The HPV technique in sales can be applied at any stage of interaction with the client, for example:First Contact or Presentation : During the initial job function email list interaction with the buyer, the salesperson uses the FPC technique to effectively introduce the product/service, emphasizing its value.Objection handling . Visitors may doubt how much a product meets their needs, whether its cost is justified, how relevant the purchase is at the moment. HPV helps the seller to answer these questions reasonably, linking the advantages of the product with a specific benefit for the client.Closing
the deal . At the final stage, the HPV
emphasizes the key benefits of the product, strengthening the visitor’s confidence in the correctness of the choice and motivating him to buy.
The HPV technique is used in both cold and warm modern trends in morphing sales, where in the first case the manager explains to the buyer why he needs the product and what unmet need it will cover. And in the second case, with its help, he proves that this product is better than the competitor’s and why.
HPV technology is suitable for working with customers who already know what technical characteristics they need. For example, a B2B client is looking for an Internet connection with a speed of 20 Mbit.
The seller’s offer may be more expensive than competitors, but the service surpasses them in other important parameters. In this case, the manager explains to the client that the channel has a ping of only 0.5 milliseconds, which will ensure high Internet speed and stable operation of all business systems, such as BI and CRM, without delays.
The universal HPV technique can be effectively used in the following areas:
- B2C sales : Directly explaining how products can improve the life of the end consumer.
- B2B sales . Individual approach and demonstration of ideas that solve specific business problems.
- Service sector . Emphasizing the value of service and its impact on the lives of customers.
- Marketing . In advertising campaigns to enhance the value proposition and create an attractive brand image.
The HPV sales technique is used at the product presentation stage, effectively explaining not only the differences, but also the importance of the product for the client. The use of the technique helps to increase sales efficiency, improving interaction with the client and increasing the chances of a successful deal.
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Basic principles of HPV technique in sales
The FB (Feature-Advantage-Benefit) chain is a sequence of information delivery to the consumer.
Too much data can cause confusion. At best, it leads to objections; at worst, it leads to communication cessation. Structuring information and linking it to value orientations makes it much easier to perceive.
Information overload reduces the chance of closing a deal. Often, sellers start sharing technical details that are of no importance to an inexperienced buyer. The average person does