Breakthrough selling


Anyone involved in sales and marketing will know about features and benefits – a legacy of the 70′s/80′s and 90′s school of selling. Whilst the underpinning principle in my view is sound – today we find customers are more discerning, wanting for far more, often for less! Over the past few years I have been exploring how the old school of selling (F & B) can be fused with a more powerful channel to communicating propositions – this has led me to adding impact and evidence to the old ways of doing things. I believe that when we combine F and B with I and E an extremely intense message is emitted to customers. Next time you are in a sales situation think about:

Impact – can you validate to customers: return on investment (ROI), cost savings, efficiencies, when you can demonstrate impact in terms of facts and figures the credibility of your proposition is just positioned on a new level – for example if you are an advertising agency, can you show the impact of your services on the clients budget of £X will give a return of £5X

Evidence– telling the customer that you are great is superficial and generic – in the case of the advertising agency the evidence should be – the names of three clients that have benefited from the services and indeed the added value brought to bear. Such an approach to selling is clear – there is no ambiguity.

I have observed many businesses embrace this F.B.I.E model of selling and proposition marketing . It can be applied to telesales, web communications, pitches and any other form of business development. When you think in terms of FBIE your messages become crisper and to the point – more importantly they will resonate with the customers world – it shows you are bothered and its not just about getting a deal. Try it – it really does work!


Train yourself or your sales team on John’s ‘Principal of Selling’ with The Winning Sales Academy >>>

How did we win such a big project?


I have been asked so many times how we won a £10M project when our turnover was a fraction of the size of the contract we secured. Against international competition we won the largest European programme supporting 1,800 ambitious SMEs in the North of England. The nature of the contract was to assist entrepreneurs release their full potential for growth. The process of winning such an important piece of work involved us applying a formula for great selling one that has now been embraced by a number of financial and professional service companies.

Breakthrough selling is significantly enhanced when a company has a clearly differentiated offering – one that stands out from the crowd. This is the starting point, however on its own it’s not enough – sales supremacy is achieved when an organization can exhibit three core pillars, these include:

Functional Mastery – an intimate understanding of the market place, customer needs and how the products and services offered can solve problems.

Customer connectivity – an effective process for finding, reaching, winning and keeping customers

Momentum – fire in the belly and the desire to succeed at and individual and team level

Delivering great selling is based on FM x CC x M – score zero in anyone of these and the result is no new orders. Excel in each one and transformation soon follows!