Salespeople are commonly told to sell “solutions” and “value” rather than just product features. But when the time comes to present their products, they fall back on generic scripts with no direct connection to any specific needs the customer has revealed. The customer winds up in a one-sided conversation, listening to the salesperson present too many low-priority capabilities.

What salespeople lack is a structure for presenting products in a way that ties features and benefits directly to the customer’s expressed needs.

Lack of structure in a presentation is a prescription for lack of perceived value.

There is such a structure – Action Selling’s TFBR method (for Tie-Back, Feature, Benefit, Reaction). It lets you create sales presentations that communicate a compelling reason to move forward by connecting product features to actual needs the customer has already agreed upon. In other words, TFBR provides the answer to, “How do I sell solutions?”

Solution: To present your product as a solution, tie a specific need the customer has expressed to a feature of your product. Tie-Back by restating the need, then describing the corresponding Feature.

Value: Demonstrate the feature’s value to the customer by explaining its Benefit, again in terms of the customer’s expressed need.

Confirm: Cement together the solution and value by asking for the customer’s Reaction. This tells you if what you have presented is, indeed, perceived as a valuable solution.

Here is an example…

Duane Sparks

About Duane Sparks

Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).

Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).