Some sales managers leave their salespeople to their own devices when it comes to answering their prospects objections. This approach leaves their employees frustrated and their prospects unfulfilled. Many salespeople do not know how to answer objections in an effective manner without coaching and training. FABONTM is a great tool that allows sales managers help their sales team deliver a powerful and unified message.
I developed the FABONTM planning tool to simplify and improve the sales process. I wanted to get my sales team delivering a clear and concise message to our customers and prospects. The goal was to have them know every feature, advantage, benefit while tying that information in with our industries common objections and needs. That way if a prospect brought up an objection or need, my sales consultants were ready to answer.
The FABONTM Model was built on the foundation of the FAB model used throughout the world of sales. FABONTM just adds the walls (common industry objections) and roof (common industry needs) on top of the FAB foundation. Once I started using this model I quickly realized it is also a great product development tool. If your industry has common objections or needs that none of your products or services answer, then you know that is something you need to develop.
Simply put the FABONTM planning model is made up of; Features, Advantages, Benefits, Objections and Needs.
Here are the steps to implement the FABONTM planning tool at your company.
- Pull together your management team and sales force
- Build a list of all the services and products you provide
- Build a list of common needs and objections your sales team hears from prospects and customers
- Put the list either in a spreadsheet or on a whiteboard
- You’ll need five columns
- Advantage – advantage or favorable attribute of feature
- Benefit – how the advantage benefits the customer directly
- You will need one row for each feature or unanswered objection or need
- If you have common needs or objections that one of your products or services do not answer, add a task to develop an answer to that unanswered objection or need.
I’ll use the cabinet industry as an example. Let’s say that you’re a cabinet manufacturer and you offer home delivery for your customers.
- The Feature: Home delivery
- The Advantage: The cabinet dealer does not have to handle the product.
- The Benefits: Less handling equals less damage, less responsibility, less staff; less warehouse space, all adding dollars to the cabinet dealer’s bottom line.
When product is home delivered by the manufacturer and there is any shipping damage, you know who is responsible. So any damage to the product, homeowner’s yard or house is no longer the responsibility of that dealer. Additionally, home delivery can save money in other areas. If you add up your employees’ time taking it off the trucks, staging it in your warehouse, loading it back on the truck, unloading it at the job site, taking the product into the customer’s house. How many staff hours did it take to accomplish that? How much fuel did you use to deliver that product? You can actually tie in how much the prospect can save.
As you can see, we started with a Feature, and then we went to the Advantage, and finally with the Benefit were showing them what’s in it for them.
In the next two columns you add common industry Objections and Needs. This step ties the features, advantages and benefits to those industry objections and needs. Putting it in this format makes it easier for your salespeople to learn the most effective way to overcome a specific objection.
Answering common industry objections and needs before the prospect brings them up, helps you close the sale quicker and easier. Think about the power this adds to your sales process. It sets you apart from your competition.
The FABONTM also helps you fine tune your pitch book or company presentation. This shows your prospects that your company is in tune with their needs and concerns.
I look forward to your feedback on the FABONTM planning tool and how you overcome objections.
David Domos developed WhyBuyFromYou.com to provide content to help small businesses develop their branding, marketing and sales systems. In the past he held key leadership positions for a fortune 500 company. That company led the market in both sales and brand awareness and David was a significant contributor to its growth. David has been on the Amazon.com best seller list in their Direct Marketing, Communications and Entrepreneurship categories. He is a student of sales, marketing, branding & small business growth, continually focusing on the reasons people buy. Follow him on Twitter @WhyBuyFromYou or visit www.whybuyfromyou.com.
David Domos Developed The FABONTM Planning Tool