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High Impact Selling - A Proven Model 
John Leach, CEO, Winning Pitch 
Anyone involved in sales and marketing will know about features and benefits - a legacy of the 70's/80's and 90's school of selling. Whilst the underpinning principle in my view is sound - today we find customers are more discerning, wanting for far more, often for less! Over the past few years I have been exploring how the old school of selling (F & B) can be fused with a more powerful channel to communicating propositions - this has led me to adding impact and evidence to the old ways of doing things. I believe that when we combine F & B with I and E an extremely intense message is emitted to customers. Next time you are in a sales situation think about:
Impact - can you validate to customers return on investment (ROI), cost savings and efficiencies? When you can demonstrate impact in terms of facts and figures the credibility of your proposition is just positioned on a new level - for example if you are an advertising agency, can you show the impact of your services on the clients budget of £X will give a return of £5X.
Evidence - telling the customer that you are great is superficial and generic - in the case of the advertising agency the evidence should be - the names of three clients that have benefited from the services and indeed the added value brought to bear. Such an approach to selling is clear - there is no ambiguity.
I have observed many businesses embrace this F.B.I.E. model of selling and proposition marketing. It can be applied to telesales, web communications, pitches and any other form of business development. When you think in terms of F.B.I.E. your messages become crisper and more to the point - you start to think more about the customer when you embrace this framework within your sales mindset. Try it - it really does work!
