The CAB sales technique is simple and perfectly suited to repetitive, simple sales of products and services, while taking customer expectations into account. It is a structured sales technique based on the product, but taking the customer’s needs into account. To learn more, you can take our online sales course.
Description of the technique
- Features
- Benefits
- Benefits
Benefits are generic to the product, while advantages represent what the customer will gain by buying and using the product or service.
The benefits should ideally be aligned with the customer’s motivations, so it can be used together with SONCAS or SEC.
The advantages of CAB technology
The CAB sales technique is easy to use for products sold on a recurring basis.
Compared with the CAP method, it has the advantage of focusing on benefits rather than evidence, and is therefore more effective for customers who are not skeptical.
We can also reinforce the strength of the benefit by asking the customer to nod: “Do you agree with me that this is an important benefit for you?”
Disadvantages
The technique is not suited to selling complex products, for which the SOS sales technique is far superior, because it is centred on the customer.
It requires knowing the customer better than the CAP sales technique does, which is a drawback in a very busy environment, because the technique requires spending more time with each customer.
Examples of use
Automotive
- Features: vehicle features variable-speed wipers
- Advantages: you can adjust them according to the amount of rain or snowfall.
- Benefits: you told me that your priority was safety, so better visibility will enable you to avoid a pedestrian you didn’t see.
- You do agree that this is important, don’t you?
Beauty cream
- Characteristic: this cream has finer molecules than other creams.
- Advantage: it penetrates deeper into your skin
- Benefit: you told me you wanted to rejuvenate your face, so that’s what she’s going to do.
- It’s important to you, isn’t it?
Terms of use
The salesperson must know his or her product and its advantages inside out, and must also apply the SONCAS or SEC method to maximize the effectiveness of the technique.
Conclusion
CAP and CAB are two simple, product-based techniques that work perfectly with SONCAS or SEC motivators, and are perfect for simple, repetitive sales.
For more complex sales, customer-centric techniques such as SPIN or SOS are superior.
Jean-Pierre Mercier