5Giving Benefitsin Major Sales

We’ve seen in Chapter 4 how the SPIN Model provides a strong probing framework for the Investigating stage of the call. In this chapter, I want to show you what Huthwaite’s research found about the Demonstrating Capability stage (Figure 5.1).


Figure 5.1. The Demonstrating Capability stage: Offering your solutions and capabilities to the customer.

Features and Benefits: The Classic Ways to Demonstrate Capability

Sales training and books on selling have given a lot of attention to methods for Demonstrating Capability. Since the 1920s it’s been recognized that some ways of presenting solutions to customers are more ...

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