{"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":"2026-11-01T14:37:24","modified_gmt":"2026-11-01T18:37:24","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 class=\"wp-block-paragraph\">The CAB sales technique is simple and perfectly suited to repetitive, simple <a href=\"https:\/\/challenge-action.com\/en\/how-to-sell-a-product-or-a-service\/\" target=\"_blank\" rel=\"noreferrer noopener\">sales of products and services<\/a>, while taking customer expectations into account. It is a structured sales technique based on the product, but taking the customer\u2019s needs into account. To learn more, you can take our <a href=\"\/en\/courses\/sales-course\/\">online sales course<\/a>.<\/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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">The benefits should ideally be aligned with the customer\u2019s motivations, so it can be used together 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.avif\" alt=\"\" class=\"wp-image-24371\" srcset=\"https:\/\/challenge-action.com\/wp-content\/uploads\/2023\/12\/CAB-1-1024x181.avif 1024w, https:\/\/challenge-action.com\/wp-content\/uploads\/2023\/12\/CAB-1-300x53.avif 300w, https:\/\/challenge-action.com\/wp-content\/uploads\/2023\/12\/CAB-1-768x136.avif 768w, https:\/\/challenge-action.com\/wp-content\/uploads\/2023\/12\/CAB-1-1536x271.avif 1536w, https:\/\/challenge-action.com\/wp-content\/uploads\/2023\/12\/CAB-1-2048x362.avif 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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">The technique is not suited to selling complex products, for which the <a href=\"https:\/\/challenge-action.com\/en\/sos-sales-technique\/\" target=\"_blank\" rel=\"noreferrer noopener\">SOS sales technique<\/a> is far superior, because it is centred on the customer.<\/p>\n\n<p class=\"wp-block-paragraph\">It requires knowing the customer better than the <a href=\"https:\/\/challenge-action.com\/en\/cap-sales-technique\/\" target=\"_blank\" rel=\"noreferrer noopener\">CAP sales technique<\/a> does, which is a drawback in a very busy environment, because the technique requires spending more time with each customer.<\/p>\n\n<h2 class=\"wp-block-heading\">Examples of use<\/h2>\n\n<p class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">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 class=\"wp-block-paragraph\">For more complex sales, customer-centric techniques such as SPIN or SOS are superior.<\/p>\n\n<p class=\"wp-block-paragraph\">Jean-Pierre Mercier<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/challenge-action.com\/en\/courses\/sales-course\/\">Our online sales course<\/a><\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"\/en\/#courses\">All our online courses<\/a><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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\u2019s needs into account. To learn more, you can take our online sales course. Description of the technique Benefits [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":24306,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[50],"tags":[],"class_list":["post-24571","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conseils-de-vente-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\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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