Stop Using FAB Sales Techniques

With both the public and commercial sectors experiencing a continued lack of confidence and big cut-backs in spending budgets, and competition becoming more aggressive each day, sales professionals are working in an environment that is more challenging than ever before.As a result of such external pressures, senior decision makers are making the sales process much more complicated and time-consuming for B2B sales professionals.Buying decisions are being commoditised and bought on price…or they are being thought of as strategic decisions and are being made at a much more senior level, no matter what the size of business.If sales people are to win strategic and profitable sales, they have to sell more proactively and at a more senior level. But senior decision-makers 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.Consequently, traditional sales techniquezs, such as Feature Advantage Benefit (FAB) Selling, are dead. Traditional sales people need to adapt their sales techniques and evolve their selling skills in the process. Consultative selling is the only way forward, even for small businesses.However, senior buyers are even less accessible these days since they are struggling to succeed in a much more complex world and there’s a lot of sales people out there trying to steal their time to ask them meaningless questions or tell them about the most recent amazing product.People in a B2B sales role in the new world have got to be much smarter if they’re going to succeed. If they can’t be smarter, they have got to work smarter. They need to develop practical and repeatable selling tools and consultative sales techniques - whether they are selling products, services or a complicated mix of both.