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Show feature | Explain advantage | Lead into benefits | Let them talk

This is a simple sales acronym for sales steps.

Note, however that it goes against another viewpoint which suggests that starting with features is likely to create objections.

Show feature

First show them the features of the product, demonstrating how it works. For example, show them the graphic equalizer on the hi-fi amplifier you are selling.

Explain advantage

Explain the feature further, showing how they will gain advantage from it. For example, explain how the graphic equalizer will allow them to set the frequency waveform to balance the acoustic profile of any room.

Lead into benefits

From the advantage, explain the benefits. For the equalizer, this may be about hearing a true sound, how it will let the other person experience the 'in the concert hall' sound.

Let them talk

Then let them talk further about the benefits. If the previous steps are done well, they will talk themselves into the sale.

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