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FABsalestechniques
TableofContentsCustomerneedsFABneedsstructureWhatisthefunctionofFABApplicableskillsofFABFABpracticalexercises
Customerneeds
CustomerneedsanalysisExplicitNeedsImplicitNeeds
CustomerneedsanalysisExplicitNeedsImplicitNeedsUncertainNeedsObviousandstrongneedsFocusonthesolutionsDissatisfactionandcomplaintsSomewhatinconvenientKnownothingaboutitatallProblem
CustomerneedsanalysisExplicitneedsThecustomercanmakeaclearstatementofhisorherneedsandexpectationsImplicitneedsThecustomerfrequentlymakesstatementsbymeansofcomplaints,dissatisfaction,rejectionandmisunderstandings.
HarvardthinkingHarvardthinkingAmanwenttomarkettosellsomepigs.Asthedarknessfell,itbegunrainingbuthehadsoldnoneofhis20pigs.Themanthenwantedtostayovernightatafarmhouse.Thewomaninthefarmhouse:Iamaloneathome.Itisnotconvenientformetoallowyoustayhereovernight.Theman:Please,Ibegyourfavor,Iwillgiveyouapig.Thewoman:OK,butthereisonlyonebed.Theman:IwillgiveyouanotherpigifIcansleepinthebed.Thewoman:OKDuringthenight,themansaidtothewoman,WouldyoumindifIsleptonyou?Thewomanrefused.Theman:Iwillgiveyoutwopigs.Thewomanagreed,buttoldthemannottomovewhilesleepingonher.Shortlyafterwards,themancouldnotrefrainhimselffromthedesiretomove,requestingthewomantoallowhimtomove,butthewomanrejectedhisrequest.Theman:Iwillgiveyoutwopigsforeachmovement.Thewomanagreed.Themanmoved8timesandthenstopped.Thewomanaskedhimwhyhehadstoppedmoving.Themansaidthathehadnomorepigs.Thewomansaidinawhisper:HowaboutIgiveyoupig.......Thedaybroke,themanwhistledashedrove30pigs(including10pigsfromthewoman)tothemarket.
SummaryandanalysisAnunsuccessfulsalespersondoesnotdistinguishbetweenimplicitneedsandexplicitneeds.Thesalesp
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