The Conversion Code

Chapter 13

How to Pitch Using the “Feature, Benefit, Tie-Down Technique” and Identify Exactly When to Close

Everyone sells features. The best salespeople sell features and benefits, and then tie down. Features are what you do. Benefits are why it matters to the lead. Tie-downs ensure the lead agrees throughout the pitch that the various features benefit them.

As an example, I would say on a call to start my pitch, “Curaytor is going to set up and maintain Facebook ads for you (Feature). By doing this a steady flow of hot new leads that include names, phone numbers, and email addresses will be in your inbox each day, ready for you to close them (Benefit). Does that sound like something that would help your business (Tie-Down)?”

Then I would do it again, using another FBT. “Curaytor is also going to build you a world-class website, landing pages, and blog (Feature) that we will use as the bait in the Facebook ads we run for you (it is always nice to tie the modules together when appropriate). Your clients, friends, and peers are going to tell you how much they love it and send you more referrals (Benefit), plus the people who check you out online before they contact you will be pre-sold (Benefit). Is that the kind of a web presence you are looking for (Tie-Down)?”

Pro tip: You can also use Fear blended into your Feature, Benefit, Tie-Down modules when appropriate. This is where you would purposefully point out a negative thing they are experiencing right now, in addition to the ...