Fab Selling Skills No Longer Work

With both the public and commercial sectors facing an ongoing lack of confidence and cut backs in spending budgets, and competition becoming more aggressive each and every day, sales people are operating in an environment that is more challenging than ever before.

This is largely the result of various pressures which are now facing executives in the world of B2B selling. Execs typically have to work much harder in today's economic climate. In turn, this makes the role of sales professionals far more difficult. Buying decisions are either being commoditised (and bought on price) or they are being viewed as strategic decisions (and are being made at a much more senior level), regardless of the size of business.

If sales people want to win strategic (and more profitable) business, they need to sell more proactively and at a more senior level. But senior people don't want to be sold products. They want a proactive consultative sale that delivers real business value, return on investment and quick payback in terms of cash flow. Feature, Advantage, Benefit (FAB) selling is dead and no longer works! Traditional sales people need to smarten up and their sales techniques need to evolve in the process. Consultative selling is the only way forward, even for small businesses.

Instead of pushing the features, advantages and benefits of a solution, sales people need to understand and take advantage of the external pressures facing their clients before aligning their solutions with their pains and desires. Rather than selling from the right (starting with the FABs), sales people need to "Sell From the Left" (starting with the client's world). This is a sure route to enhancing their sales performance and earnings so long as they are capable of get meetings in the first place.

However, senior buyers are even less accessible these days because they are trying to succeed in a much more complex world and there are a lot of sales people out there trying to steal their time to ask them meaningless questions or tell them about the latest great product.

People in a sales role in the new world will need to work much smarter if they're going to succeed. If they can't be smarter, they need to work smarter. They need practical and repeatable tools and techniques for consultative selling, whether they are selling products, services or a complex mix of both.

About the Author:
About the author:

Steve Eungblut is a highly experienced sales leader and the managing director of Sterling Chase Associates, a provider of sales consultancy services in the United Kingdom.

Article Originally Published On: http://www.articlesnatch.com

Tags: sales techniques

, fab selling

, consultative selling

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