What is IBS - initial benefit statement? Give some examples of your own. Is it a total solution?
A.
Initial Benefit Statement: An explanation of what you are offering, what it means and why anyone should care - in the exact opposite order.
Why is it 'exact opposite order'?
Your product has some features and benefits. The usual logical manner in a feature and benefit analysis is the features give the product its benefits. For example, a new model of handphone which is equipped with the high resolution camera.
Product feature - high resolution camera.
Product benefit - high resolution image capture.
To further illustrate what it means for the benefits, emotions are being incorporated into the selling.
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Product benefit - high resolution image capture - good quality pictures - ability to freeze important moments in life.
The exact opposite order means:
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Freeze important moments in life - good quality pictures - high resolution images - product benefit
Hence, the IBS for this new product - A HAND PHONE would be, for example:
Salesperson: Sir, I have something amazing for you.
Customer: Yes,...
Salesperson: There is this Hand Phone which could capture the best moments of your life!
Total Solution to a Sales Approach?
The issue with this IBS is that it says about benefits - capture the best moments. However, if your customer is a blind man, is that a benefit?
This is the biggest question of a selling process. And, in fact, most people have forgotten this part.
The most important step in a selling process is to ask for a problem. If there is no problem, there is no need of a solution!
If the customer is a blind man, he has no problem with image. He cannot see anything. You put the best image in front of him, he cannot appreciate it!
So, before you go to your IBS, ask for a problem.
It sounds very risky to ask for a problem!? Right?
IF THE PROBLEM CANNOT BE SOLVED? How?
Well, that is a gamble, and a good approach is to identify if there is any gap in satisfying a customer.
The sales pitch below may illustrate the message.
Salesperson: Sir, could you think of a shortcoming of your hand phone?
Customer: Ya, I guess I would do better with its camera!
Salesperson: Could I take 5 minutes of your time to show you how you could capture the best moments of your life with our product XYZ?
Therefore, an IBS is used in such manner as to zoom down to the 'problem' of the customer. After all, selling is identifying the needs and fulfill that need!
Ref:
Shamus Brown. Why I Hate (Most) Sales Benefit Statements. Available at,
Shamus Brown. Why I Hate (Most) Sales Benefit Statements. Available at,
http://sales-tips.industrialego.com/sales-articles/090804.htm
