{"id":24571,"date":"2023-12-15T12:47:23","date_gmt":"2023-12-15T16:47:23","guid":{"rendered":"https:\/\/challenge-action.com\/cab-sales-technique\/"},"modified":"2025-03-17T16:18:41","modified_gmt":"2025-03-17T20:18:41","slug":"cab-sales-technique","status":"publish","type":"post","link":"https:\/\/challenge-action.com\/en\/cab-sales-technique\/","title":{"rendered":"CAB sales technique"},"content":{"rendered":"\n<p>The CAB sales technique is simple and perfectly suited to simple, repetitive <a href=\"https:\/\/challenge-action.com\/en\/how-to-sell-a-product-or-a-service\/\" target=\"_blank\" rel=\"noreferrer noopener\">sales of products and<\/a> services, while taking into account customer expectations. It&#8217;s a structured sales technique based on the product, but taking into account the customer&#8217;s needs.<\/p>\n\n<h2 class=\"wp-block-heading\">Description of the technique<\/h2>\n\n<ul class=\"wp-block-list\">\n<li>Features<\/li>\n\n\n\n<li>Benefits<\/li>\n\n\n\n<li>Benefits<\/li>\n<\/ul>\n\n<p>Benefits are generic to the product, while advantages represent what the customer will gain by buying and using the product or service.<\/p>\n\n<p>Ideally, the benefits should be aligned with the customer&#8217;s motivations, so it can be used in conjunction with <a href=\"https:\/\/challenge-action.com\/en\/soncas-psychological-customer-discovery-method\/\" target=\"_blank\" rel=\"noreferrer noopener\">SONCAS<\/a> or <a href=\"https:\/\/challenge-action.com\/en\/sec-psychological-discovery-of-a-customer\/\" target=\"_blank\" rel=\"noreferrer noopener\">SEC<\/a>.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"181\" src=\"https:\/\/challenge-action.com\/wp-content\/uploads\/2023\/12\/CAB-1-1024x181.png\" alt=\"\" class=\"wp-image-24371\" srcset=\"https:\/\/challenge-action.com\/wp-content\/uploads\/2023\/12\/CAB-1-1024x181.png 1024w, https:\/\/challenge-action.com\/wp-content\/uploads\/2023\/12\/CAB-1-300x53.png 300w, https:\/\/challenge-action.com\/wp-content\/uploads\/2023\/12\/CAB-1-768x136.png 768w, https:\/\/challenge-action.com\/wp-content\/uploads\/2023\/12\/CAB-1-1536x271.png 1536w, https:\/\/challenge-action.com\/wp-content\/uploads\/2023\/12\/CAB-1-2048x362.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">The advantages of CAB technology<\/h2>\n\n<p>The CAB <a href=\"https:\/\/actionclient.com\/techniques-de-vente\/\" target=\"_blank\" rel=\"noreferrer noopener\">sales technique<\/a> is easy to use for products sold on a recurring basis.<\/p>\n\n<p>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.<\/p>\n\n<p>We can also reinforce the strength of the benefit by asking the customer to nod: &#8220;Do you agree with me that this is an important benefit for you?&#8221;<\/p>\n\n<h2 class=\"wp-block-heading\">Disadvantages<\/h2>\n\n<p>This technique is not suited to the sale of complex products, for which the customer-centric <a href=\"https:\/\/challenge-action.com\/en\/sos-technique-de-vente-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">SOS sales technique<\/a> is far superior.<\/p>\n\n<p>It requires you to know the customer better than the <a href=\"https:\/\/challenge-action.com\/en\/cap-technique-de-vente-2\/\" target=\"_blank\" rel=\"noreferrer noopener\">CAP sales technique<\/a>, which is a disadvantage when working in a busy environment, as the technique requires you to spend more time with each customer.<\/p>\n\n<h2 class=\"wp-block-heading\">Examples of use<\/h2>\n\n<p>Automotive<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Features: vehicle features variable-speed wipers<\/li>\n\n\n\n<li>Advantages: you can adjust them according to the amount of rain or snowfall.<\/li>\n\n\n\n<li>Benefits: you told me that your priority was safety, so better visibility will enable you to avoid a pedestrian you didn&#8217;t see.<\/li>\n\n\n\n<li>You do agree that this is important, don&#8217;t you?<\/li>\n<\/ul>\n\n<p>Beauty cream<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Characteristic: this cream has finer molecules than other creams.<\/li>\n\n\n\n<li>Advantage: it penetrates deeper into your skin<\/li>\n\n\n\n<li>Benefit: you told me you wanted to rejuvenate your face, so that&#8217;s what she&#8217;s going to do.<\/li>\n\n\n\n<li>It&#8217;s important to you, isn&#8217;t it?<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Terms of use<\/h2>\n\n<p>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.<\/p>\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n<p>CAP and CAB are two simple, product-based techniques that work perfectly with SONCAS or SEC motivators, and are perfect for simple, repetitive sales.<\/p>\n\n<p>For more complex sales, customer-centric techniques such as SPIN or SOS are superior.<\/p>\n\n<p>Jean-Pierre Mercier<\/p>\n\n<p><a href=\"https:\/\/challenge-action.com\/formations\/vente\/\">Our sales course<\/a><\/p>\n\n<p><a href=\"https:\/\/challenge-action.com\/formation-vente\/\">All our sales training courses<\/a><\/p>\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The CAB sales technique is simple and perfectly suited to simple, repetitive sales of products and services, while taking into account customer expectations. It&#8217;s a structured sales technique based on the product, but taking into account the customer&#8217;s needs. Description of the technique Benefits are generic to the product, while advantages represent what the customer [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":24306,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50],"tags":[],"class_list":["post-24571","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conseils-de-vente-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>CAB sales techniques<\/title>\n<meta name=\"description\" content=\"The CAB sales technique is simple and perfectly suited to repeat sales of simple products. 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