Chapter 4- The Psychology of Selling: Why People buy Exhibit 4.1- Internalization process is referred to as a black box Whats known about mental process- People buy for pratical (rational) and psychological (emotional) reasons. Some of a person’s thoughts can be determined. Buyers consider certain factors in making purchases decisions. FAB selling technique helps emphasize benefits: Feature, Advantage, Benefit Feature- a physical characteristic. (size, color, price, shape) Advantage- a performance characteristic- the chances of making a sales are increased by describing the products advantages Benefit: a result of advantage- people are interested in what the product will do for them. The trial close asks for an opinion, not a decision to buy. Gives feedback.
- Spring '14