APB method - Sales pitch

‍

‍

The APB method is one of sales techniques the most used by salespeople! Composed of 3 steps, it highlights, with concrete evidence, the interest and benefits provided by your product/service. It is a classic taught on the Akimbo Bootcamp to become a Business Developer.

APB method - Convincing with a sales pitch

Why use the APB method?

The APB method makes it possible to improve your commercial arguments:

• Highlight the advantageous characteristics and benefits of its offer;
• Provide evidence that contributes to making its offer very attractive and “unassailable”;
• Provide a concrete link between its products and the needs of the prospect.

In summary, the APB method makes it possible to target the benefits of a product for a given prospect. ‍

APB method - A for advantage

The APB method makes it possible to convince a customer by providing him with relevant arguments (advantages), specifically selected for his situation and his needs. Several types of benefits can be emphasized and emphasized. They differ according to buying motivations and can be based on price, safety or ethics.

APB method - P for Proof

After having stated an advantage to your prospect, it is now necessary to provide evidence in order to give a certain value. Rely on the results obtained through the use of your product/service or on customer satisfaction. Use Key figures And concrete evidence to flesh out your sales pitch. Be authentic and credible to push your prospect to buy as much as possible.

APB Method - B for Benefit

This is the decisive step: highlight and value The benefit brought to the customer. During this final stage, you address the needs and expectations of your customers directly. You need to show them that your product is a solution to their problem. Be concrete and use terms that are clear and easy to understand. Make sure to project your customer after buying your product/service.

To know : You may find it difficult to tell the difference between benefit and benefit. However, they are two different concepts. THEperk represents the attractive characteristic of your offer for your potential customers while the Benefit refers to the added value resulting from the benefit.

‍

Methodology and tips for success

To make the best use of the APB method, you must start by identifying The needs, Reasons to buy and The main problem of his prospect. If in doubt, ask him several times. Explain to him precisely the major advantage of your solution, which can be beneficial first of all for all types of customers. Then present concrete evidence to support your words. It is through the provision of this evidence that your commercial offer will appear credible to your customer, so do not neglect this step!

Finally, clearly present to him the benefit that really corresponds to him by showing him that you have fully understood what he expected of you regarding his needs. When presenting the benefit, refer to their buying motivations, expectations, and needs. The prospect should feel included in your offer to be able to plan post-purchase. At the end of your sales pitch, make sure that your prospect feels listened to and integrated into your sales speech. For example, you can ask him several questions on the subject.

For your offer to finally intrigue your prospect, your arguments must be aimed directly at their needs and challenges. So here are some tips in order to successfully carry out the APB method:

• Focus only on arguments that directly concern your prospect;
• Do not scatter. Avoid stating a wide range of benefits that do not concern your prospect at all. He may have the impression that he is not being listened to and that your commercial speech does not adapt to his needs;
• Listen to your prospect actively in order to be able to adapt to his speech and express himself like him. The objective is to facilitate sharing and understanding;
• Repeat the arguments that really concern him several times.

Examples of how to use the APB method

As pointed out earlier in the article, the APB method consists of 3 steps: advantage, proof, and benefit. Here are some possible examples of how to use this method:

Advantage

• “Our price is half as much as our main competitor.”
• “We have a network of more than 1500 trainers, 500 of whom have more than 7 years of experience in their field. Our competitor X doesn't have half of it.”
• Our customer service is the most efficient on the market, we will be at your disposal 24 hours a day.

Proof

Now, back up your words with solid, concrete evidence. Present figures, customer reviews etc. It is through real evidence that your arguments will appear as credible as possible for your customer!

• “Over 98% of our customers have been more than satisfied with our product/service”
• “With its quality label, our commercial proposal stands out from the competition and offers you an excellent service.”

Benefit

• “When installing slate, you should save nearly 40% of time, or between 30 minutes and 1 hour per day.”
• “You will be more efficient in negotiation! Based on 100 prospects entering your pipe, you should close between 15% and 30% more sales.”

‍

How do you deal with an objection?

What are the 5 types of objections?

During the sales process, a salesperson is usually confronted with objections from his customer. There are 3 main types of objections:

1. The insincere and unfounded sales objection

An insincere sales objection can allow the buyer to destabilize the seller while still getting a better price. It is not necessarily based on well-founded facts and can only be used as a negotiation strategy. Among this type of objection, there are also 2 types of objections:

2. Tactical objections

These types of objections are generally used by experienced buyers who use them in order to negotiate the price as much as possible. It is a commercial negotiation that allows a mutual agreement to be reached as a quid pro quo.

‍3. Objections without real context with the commercial offer

Sales objections that are not really related to the commercial proposal provided are intended to put an end to the commercial interview. When a salesperson is faced with this situation, it is because he has generally not convinced his interlocutor of the importance of his offer. These sales objections are often used to save the person on the other end of the line from wasting time.

To avoid finding themselves in this type of situation, a salesperson must use striking phrases that can immediately arouse the interest of the interlocutor. It is an intriguing and dynamic pitch that captures the attention of prospects and offers numerous opportunities for salespeople. The business opportunity must be based on two main pillars: a positive input in relation to the current situation of the customer and the enunciation of dangers and negative consequences if the prospect is not using your solution.

4. The genuine but unfounded sales objection

This type of objection is based on a kind of genuine ignorance. When an objection of this kind is used, it is usually because your potential customer did not understand what you are offering them, that they doubt the feasibility of your offer or because they have already given a chance to other commercial proposals of the same type as yours that have harmed them. To counter sincere but unfounded sales objections, all you need to do is reassure your prospect in making a decision.

‍5. The sincere and well-founded objection

Although a commercial offer is beneficial for many, it may not meet the needs of some prospects. A prospect can refuse an offer while understanding its benefits and quality. An offer can be excellent without corresponding to the expectations and needs of the interlocutor!

‍

The selling points

What are the 4 types of arguments?

In order to best convince his interlocutor, the salesperson adapts his arguments. He listens to the needs and expectations of his prospect and offers him a personalized argument based on the information he has collected beforehand. To allow for some customization, 4 main types of arguments can be used:

• The authority argument is based on a certain authority recognized by the prospect for his performances, his skills or his experience.
• The community argument is based on shared values. The prospect recognizes and approves these values.
• The framing argument makes it possible to highlight a certain problem that was not necessarily thought of by the prospect.
• The argument of analogy allows you to highlight a similarity or an opposition between 2 situations.

‍Create customer benefit-oriented sales arguments

For you to be able to best convince your prospect, your sales pitch must be personalized and must be able to adapt to the different needs of your prospects. To offer customer benefit-oriented sales arguments, use the information you have collected beforehand about your prospect. Listen carefully and let your potential buyer speak for themselves. You can then offer him sales arguments adapted to his expectations.

In summary, it is essential to adapt your sales pitch according to the expectations of your prospect and, systematically, personalize your approach. You must also address the emotions of your prospect. ‍

‍How do you make a structured argument?

To best structure your sales pitch, start by involving everyone who interacts directly with customers. Be brief but to the point! Your prospect needs to understand the benefits of your solution. Show them the reasons why your regular customers are using your product or solution. What you offer him must answer one of his problems. Do not hesitate to explain the advantages of your offer, whether on a small or large scale.

‍