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How can we leverage off the term “sell in terms of benefits” in order to maximise every sale?
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About Me
- James in Bologna
- Bologna, Emilia-Romagna region, Italy
- Thanks for stopping by and reading the 'bo-log'. In January 2017, I upgraded my MCA (Master of Creative Arts) at the University of Technology Sydney to a PhD. The project, 'Masculinity on Trial', looks for Australian masculinities lost in the establishment of the Anzac hegemony during WW1. From March to July 2017, I am being hosted in Italy at the University of Bologna on an ErasmusPLUS doctoral research writing scholarship.
5 comments:
Hello Strive blogging all stars!
If you have correctly asked the correct questions and researched the clients requirements then you should be able to tailor a product and solution to meet their expectations.
Then when in comes to make the sale you can explain the benefits of the product in relation to the clients already acknowledged requirements.
You can go down the "FAB" path into providing reasons why the customer should buy this product:
- Features
- Advantages
- Benefits
If you get this all correct then the client will not hesistate is completing the sale.
Cheers
Nick
All people like to hear about the benefits, the reasons why they should buy that certain item, I know I certainly like to know all the reasons why getting that extra item is really beneficial to me. People normally do not have a lot of time to waste so if they are asking about information for a trip to Peru it is normally because they want to go there. The main question is who they buy through; selling in terms of benefit gives them a reason to deal with you.
I guess taking this back to our corporate travel it is talking about the benefits of dealing with the experts and also thinking about the client. Can we sell them a rental car in Auckland? It is often cheaper to hire a rental car than to have two taxi trips to the airport. The benefits to them are money savings, flexibility to leave when they choose without having to wait for a taxi, they also then have easier ability to pick up other work colleagues saving the company even more money! So not only do we have the sale for the flights and accommodation in Auckland, but we have a rental car sold as well – win win situation for us and the client by maximising the sale by pointing out the benefits.
In an increasingly competitive market, where clients are challenging and questioning their value for money, it is imperative we know our products and believe in our service.
For example APX is percieved in the market place to be expensive. However! If we are able to explain the features, advantages and benefits of dealing with APX in a clear and confident manner, we are in a very strong position
As Nick said if we’ve asked the right questions to help research the customers requirements we’re able to offer a solution (product/service).
By concentrating on the benefits the customer will receive from the products/services the ‘what’s in it for me (wii fm)’ factor will be top of mind and demonstrate we’ve listened to their needs which in a competitive environment we’d hope will lead to less buyer resistance and more sales.
For APX there are two good day to day examples I see with this:
1) The customer is a first time long haul traveller and is going through to the USA/Europe. There company policy is they can travel business class, so we have the option of selling a variety of airlines with the opportunity to ‘sell in terms of benefits’ being either a true lie flat bed (you’ll arrive in better shape for your meetings), or more direct flights (less connections will see you spend less time on the ground and spend xx hours less total travelling time)
2) Why use a corporate travel agency – some of the leverage points here could be :
• our buying power - with over $130m in travel booked by APX every year we have significant local buying power, with international buying power demonstrated by our American Express corporate hotel rates which offer the best available rate guaranteed with complimentary benefits such as free breakfast/internet at selected properties
• our 24 hour service – you can contact us from anywhere, anytime thus ensuring your travellers have piece of mind when travelling
• best fare booking performance – being unbiased to any one supplier we can offer a range of choices for our travellers getting them the lowest logical fare every time to meet their needs and optimising their companies travel budgets
• unused e-tickets – expert management of un-used tickets can save companies thousands of dollars a year, your travellers and travel coordinators don’t need to worry about sending itineraries back to us to check as our systems do this automatically every night
• policy compliance – we have systems in place to ensure every booking is policy compliant meaning your travellers are following your guidelines and your travel budgets are being spent according to your business requirements
• online booking tool – having access to our online tool gives you the ability to view flight availability with multiple airlines on one screen and you book a hotel and/or renal car at the same time. This will save you time and effort from searching individual travel websites and get the best fare with the likes of Air NZ, Qantas and Pacific Blue all at your finger tips
Hi Everyone
if we sell in terms of benefits, i think you could always increase the sale. To know your client well enough that you can personalise or sell them what they want and then use the FAB (as Nick mentioned), features, advantages and benefits, i think you can upsell a product. As Brent mentioned, i think as a corporate agent we don't sell ourselves enough in terms of benefits we can provide to a client. Many clients do not understand that as part of a global group we can provide them with cheaper rates. i think as a company we need to educate our front line staff about these things, so our clients learn what we can do them.
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