Track Selling System: Step 5 - Fill the Need
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[00:00:00] Will: Hey folks, Will here. Welcome to Episode 5 of our Track Selling System series. Today we're diving into Step 5, Fill the Need. So far you've built trust and rapport with your prospect, asked them great questions, gained consensus on their needs, and told them about your company. Next is this pivotal step where all your hard work culminates in a powerful demonstration of how your product or service meets their specific needs.
[00:00:29] Will: We'll explore Roy Chitwood's game changing feature benefit reaction sequence, the secret weapon for building value and trust. Join us as we share strategies for connecting with your clients, handling objections, and crafting presentations that resonate emotionally and logically. Let's get started and learn how to fill the need with confidence and clarity.
[00:00:51] Jason: Welcome back to our deep dive into World Class Selling. You know, we've been working our way through Roy Chitwood's process and it's exciting stuff. Yeah. So let's recap a little bit. We've covered Approach, Qualification, Agreement on Need, and Sell the Company.
[00:01:09] Marissa: Right.
[00:01:11] Jason: Those first four steps have brought us to this really crucial point, Fill the Need.
[00:01:15] Jason: What exactly does that mean?
[00:01:17] Marissa: Okay, so Fill the Need is, uh, the point in the process where you actually show your prospect how your product or service is going to solve their problem.
[00:01:27] Jason: So we've done all this work to understand their needs, to get them to agree that they have a need, and now it's time to prove that we can fill it.
[00:01:34] Marissa: Exactly.
[00:01:34] Jason: Okay, so we know their needs, and they agree that they have them. How do we go from there to actually choosing what to present to them?
[00:01:41] Marissa: Well, this is where your qualification work really comes into play. Right. We need to remember those dominant buying motives we uncovered earlier. Right,
[00:01:48] Jason: Those were so important to identify.
[00:01:50] Marissa: Yeah, they really are. And they're going to guide us now in picking the three best products or services that specifically address those motives.
[00:01:58] Jason: Okay, so we're not just throwing a bunch of options at them. We're being very strategic based on what we've learned.
[00:02:03] Marissa: Right, and we don't want to just list features.
[00:02:05] Jason: No, we talk about that before people buy benefits.
[00:02:07] Marissa: Exactly. This is where the book introduces a framework for understanding how to present those features and benefits. It's the Feature Benefit Reaction sequence, or FBR for short. Chitwood actually calls it the salesperson's secret weapon.
[00:02:24] Jason: I'm intrigued.
[00:02:25] Jason: Secret weapon, huh? Why is it so powerful?
[00:02:29] Marissa: Think about it this way. People buy benefits, not features, right?
[00:02:33] Jason: Right.
[00:02:34] Marissa: Like, for example, you didn't buy your smartphone because of its processor speed or the number of megapixels in the camera.
[00:02:40] Jason: No, I bought it because of all the things those features let me do.
[00:02:43] Jason: Also take great pictures, use all the apps, and browse the internet really fast.
[00:02:46] Marissa: Exactly. And it's the same for your clients. We need to focus on the why behind the purchase.
[00:02:52] Jason: Sell the hole, not the drill.
[00:02:53] Marissa: Right? Yes. That's a classic example. Nobody wants a drill, they want the hole it makes. And that's the same with any product or service. We need to paint a picture of how those features will actually improve their lives or their businesses.
[00:03:07] Jason: So how do we know what benefits will be most impactful?
[00:03:10] Marissa: Okay, so that's where the R in FBR comes in the reaction. It's a crucial feedback loop.
[00:03:16] Jason: Oh, okay. Interesting.
[00:03:17] Marissa: We present a feature, right? Then we connect it to a benefit, and then we pay very close attention to how the prospect reacts.
[00:03:24] Jason: So we're like detectives looking for clues.
[00:03:26] Marissa: Exactly. We're trying to uncover their true desires and understand what really motivates them. Their words, their expressions, even their body language, all give us valuable information.
[00:03:37] Jason: Okay, so it's a real time conversation where we're adjusting based on their cues. Can you give me an example of how that might play out?
[00:03:42] Marissa: Sure. Let's look at that example from the book about the bank officer talking to the elderly gentleman about the direct deposit service.
[00:03:49] Jason: Oh yeah. At first, the officer focused on the automatic deposit feature. The prospect wasn't impressed, right?
[00:03:56] Marissa: Yeah, he said something like, I guess so, showing almost no interest.
[00:04:01] Marissa: But then the officer changed his approach.
[00:04:03] Jason: Instead of just stating the feature, he highlighted the benefits.
[00:04:07] Marissa: Right.
[00:04:08] Jason: Like not having to worry about lost or stolen checks, having the money deposited even if he's sick or on vacation, that kind of thing.
[00:04:14] Marissa: Exactly. He appealed to the gentleman's need for security and peace of mind.
[00:04:19] Jason: And that's when the prospect's whole demeanor changed.
[00:04:21] Marissa: Right. Right. He suddenly sat up straighter and became much more engaged. The officer had successfully connected the feature to a benefit that truly resonated with him. It tapped into a dominant buying motive.
[00:04:33] Jason: Wow. That really illustrates the power of this FBR sequence.
[00:04:37] Marissa: It all comes down to understanding their why. It's not about manipulation, but about real empathy and understanding.
[00:04:43] Jason: Okay, so features and benefits, we get that. But how do we actually decipher those reactions? Is there a cheat sheet for reading those subtle cues?
[00:04:50] Marissa: Well, there isn't a literal cheat sheet, but Chitwood does give us a helpful framework.
[00:04:55] Marissa: He talks about three main degrees of interest. Uninterested. Somewhat interested. and enthusiastic.
[00:05:02] Jason: Makes sense. So if they're uninterested, we move on quickly, right? To a different benefit.
[00:05:08] Marissa: Maybe, but it's also important to figure out why they're uninterested. Did we truly address their needs or did we just not present it the right way?
[00:05:16] Jason: Okay, so we may need to go back to our list of best products and services and choose a different one or pick different features and benefits from the same product.
[00:05:24] Marissa: Exactly. That's what makes selling an art. You have to be adaptable and read the situation.
[00:05:29] Jason: Okay, what about Somewhat interested. That feels tricky.
[00:05:33] Marissa: Yeah, definitely. Here, your skills as a listener come in. You need to dig a little deeper, ask some clarifying questions, and see if you can figure out why they're hesitant.
[00:05:43] Jason: Maybe they're interested in the benefit, but not in the way we're presenting it. Or maybe they need more information to really understand how it applies to them.
[00:05:50] Marissa: Exactly. It's like a dance you're constantly adjusting to stay in sync with your partner.
[00:05:55] Jason: And of course, when they're enthusiastic, we know we've hit the mark.
[00:05:57] Marissa: Absolutely. You've tapped into their deepest desire. And they can clearly see how your product or service will improve their lives.
[00:06:04] Jason: This is fascinating stuff.
[00:06:06] Jason: It's like we're peeling back the layers of human psychology here. But how do we consistently hit those enthusiasm triggers? Does Chitwood have any tips for crafting really effective FBR sequences?
[00:06:20] Marissa: Well, it all comes back to that thorough qualification we talked about before. The more we know about the prospect's needs, motivations, and pain points, the better we can tailor those sequences.
[00:06:30] Jason: It's like tailoring a suit. We need precise measurements for a perfect fit.
[00:06:34] Marissa: That's a great analogy. And remember, it's not about overwhelming them.
[00:06:38] Jason: Right. Quality over quantity.
[00:06:39] Marissa: Exactly. Chitwood recommends sticking to three or four well chosen FBR sequences that really zero in on their core concerns.
[00:06:47] Jason: Okay, so we're being strategic and selective.
[00:06:49] Jason: Yeah. What else should we consider as we craft these sequences?
[00:06:52] Marissa: Well, Chitwood's research suggests that the order we present these sequences in can really impact their effectiveness.
[00:06:59] Jason: Ooh, okay, interesting. So there's a strategic order to these benefits.
[00:07:02] Marissa: Think of it like a symphony. We don't play notes randomly, we arrange them carefully.
[00:07:07] Marissa: We need to analyze those dominant buying motives and then rank the benefits in ascending order of desirability.
[00:07:14] Jason: We start with a benefit they'll like, then move to one they'll really like, and then finish with the one that will blow them away.
[00:07:20] Marissa: Yes. We build to a crescendo, creating a truly compelling narrative that speaks to their aspirations.
[00:07:27] Will: Wow, what a great discussion. Let's take a quick break.
[00:07:34] Will: Are you looking to learn the Track Selling System or find a way to bring Track Selling's proven strategies to your sales team? From virtual workshops to our LearnTrack OnDemand platform, we make it easy to train and reinforce the core skills of the Track Selling System.
[00:07:50] Will: Plus, with tools like PracticeTrackAI, your team can gain confidence through interactive role play simulations. Visit tracksellinginstitute. com today to see how we can help you close more deals, earn greater commissions, and build lasting client relationships.
[00:08:07] Will: Take it away, Marissa and Jason.
[00:08:11] Jason: I love that analogy. It's brilliant stuff. But I have to ask, where does price fit into this symphony?
[00:08:18] Marissa: Ah, the price conversation. That's a delicate dance, but Chitwood has some great insights on how to handle it without diminishing all the value we've built up.
[00:08:28] Jason: Yeah, the price conversation can be tricky, but when we think about it in the context of this whole presentation, it actually makes sense.
[00:08:35] Jason: We've created this whole picture of value.
[00:08:36] Marissa: Right. So
[00:08:37] Jason: the goal is to have the prospect bring up price themselves.
[00:08:40] Marissa: Wait, we shouldn't just tell them?
[00:08:42] Jason: Ideally, no. Remember, we've been building trust this whole time, demonstrating how we can solve their problem. So if we've done our job well,
[00:08:50] Marissa: They should be so convinced of the value that they naturally want to know how to get it.
[00:08:54] Jason: So it becomes less about how much will this cost me, and more about how much am I willing to invest to get these amazing benefits.
[00:09:02] Marissa: Exactly. It's a subtle shift, but very powerful. And if they don't ask about the price on their own, Chitwood gives us a great phrase. Something like, "I suppose you're wondering about the price."
[00:09:13] Jason: Okay, so we've set the stage, they've "taken the bait. Now, how do we actually deliver that number gracefully?
[00:09:19] Marissa: This is where the wording is so important. Chitwood suggests saying, "For your summary of features to be included, the price is, quote, the price."
[00:09:28] Jason: So we're reiterating the value proposition before we reveal the cost.
[00:09:32] Jason: We're reminding them of what they're getting in return.
[00:09:35] Marissa: Precisely. And even the words we use to describe the price matter, Chitwood actually recommends avoiding the word cost.
[00:09:41] Jason: Really?
[00:09:42] Marissa: Yeah. He says it has a negative psychological impact. He prefers terms like investment, fee, price, or even annual premium, depending on the situation.
[00:09:51] Jason: It's fascinating how these small linguistic tweaks can influence perception. It seems like Chitwood has left no stone unturned.
[00:09:58] Marissa: He hasn't. But even with the best preparation, we might still get price objections.
[00:10:04] Jason: That's inevitable, right? It's part of the game. So how do we handle those gracefully without derailing the whole conversation?
[00:10:11] Marissa: The key is reframing. Instead of getting bogged down in the number itself, we need to shift the focus back to the value.
[00:10:18] Jason: So we remind them of the amazing benefits they'll be getting, the problems we're solving, the goals we're helping them achieve.
[00:10:24] Marissa: Exactly. We're not just selling a product, we're offering a solution, a transformation.
[00:10:29] Jason: But how do we do that without sounding like a broken record or coming across as pushy?
[00:10:33] Marissa: It takes practice. But we can use phrases like, "Remember with this product service you'll be able to...," or "Think about the long term gains you'll experience."
[00:10:42] Jason: Right, so we're bringing their attention back to the positive outcomes they've already expressed interest in.
[00:10:47] Jason: We're anchoring them in that value, so the price feels like a justifiable investment.
[00:10:52] Marissa: Precisely. And remember, sometimes the objection isn't really about the price itself, it's about the perceived value. Maybe they don't fully grasp the benefits they're getting.
[00:11:02] Jason: So it's not the number, but whether they feel that number is worth it.
[00:11:05] Marissa: Exactly. And in those cases, transparency is key. We might need to break down the price a bit more, explain each component. And why it costs what it does.
[00:11:14] Jason: Like giving them a behind the scenes look at how that price is justified.
[00:11:17] Marissa: Yes. And even price objections can be an opportunity to build rapport.
[00:11:21] Jason: It's like we're turning a potential point of friction into a moment of connection.
[00:11:25] Jason: We're showing we're not just after a sale, but truly want what's best for them.
[00:11:30] Marissa: Exactly. It's about building a partnership. But you know, even with perfect execution, there can still be pitfalls.
[00:11:36] Jason: Ooh, pitfalls. I love those. Tell me more!
[00:11:39] Marissa: Well, remember that story Chitwood tells about the airline reservation agent who almost lost a sale with a Mormon tour group by assuming they'd be thrilled about free cocktails?
[00:11:47] Jason: Oh, yes. Classic example of a well intentioned but terrible assumption.
[00:11:52] Marissa: Right. It just highlights the importance of truly understanding our prospect. We can't rely on stereotypes.
[00:11:58] Jason: No cookie cutter approach is allowed.
[00:12:00] Marissa: Right. Every prospect is different, with unique needs. We have to be curious, ask the right questions, and truly listen.
[00:12:07] Jason: Don't skip the qualification. And never assume.
[00:12:10] Marissa: Couldn't have said it better myself. And that actually leads us to an important element that guides us through this state, the transition statements.
[00:12:18] Jason: Oh yeah, those three sentences Chitwood says to memorize. We talked about the first two, introducing the features and prompting for questions.
[00:12:26] Marissa: Right.
[00:12:26] Jason: But there's that third sentence that takes us to the price reveal, the real moment of truth.
[00:12:31] Marissa: You got it. And Chitwood, being Mr. Precision, gives us the exact wording. He says, "For your summary of features to be included, the price is "quote the price."
[00:12:42] Jason: He really doesn't leave anything to chance. But it's not just about stating the price, it's about framing it within the context of all the value.
[00:12:50] Marissa: Absolutely. We're anchoring it to those benefits that really resonated. It
[00:12:54] Jason: becomes an investment in their desired outcome, not just a cost.
[00:12:57] Marissa: You got it. And it's amazing how that shift in framing can make all the difference. It really is like we're composing a narrative, guiding them step by step.
[00:13:05] Jason: And that final sentence, the price reveal, leads us right into the next phase.
[00:13:09] Jason: The Act of Commitment. Where we actually seal the deal.
[00:13:13] Marissa: Yes, the climax of our selling symphony. But before we get there, let's just recap what we've covered in this Fill the Needs stage.
[00:13:20] Jason: It's been quite a journey. We talked about the FBR sequence. Understanding features versus benefits, how to present them effectively, how to read those subtle cues, and even how to handle those tricky price objections.
[00:13:33] Marissa: And perhaps most importantly, we learned that selling isn't about manipulation or pressure. It's about genuine connection and understanding.
[00:13:40] Jason: It's about making a positive impact, not just closing a deal.
[00:13:43] Marissa: Well said. So are you ready to move on to the final act? The Act of Commitment.
[00:13:48] Jason: I'm ready. Let's dive into how we turn those carefully cultivated needs into a resounding yes.
[00:13:55] Jason: Okay, so we're ready to dive into the Act of Commitment. This is where we finally seal the deal, right? After all that work and Fill the Need.
[00:14:02] Marissa: Yeah, it's the culmination of the whole process. The grand finale, if you will.
[00:14:07] Jason: I like that. But before we get into the specifics of how to secure that commitment, something's been on my mind.
[00:14:13] Marissa: Oh.
[00:14:13] Jason: We've talked a lot about understanding the prospect's motivations. But what about our own? As salespeople, I mean.
[00:14:20] Marissa: Good point. And Chitwood actually addresses that directly.
[00:14:23] Jason: He does.
[00:14:23] Marissa: Yeah, he emphasizes the importance of our own belief.
[00:14:26] Jason: Okay.
[00:14:27] Marissa: Before we can ask for the commitment, we need to be completely convinced ourselves.
[00:14:31] Jason: Convinced.
[00:14:31] Marissa: The value of what we're offering, our own genuine enthusiasm is contagious, you know?
[00:14:37] Jason: So it's not just about reciting a script, it's about actually believing in what we're selling.
[00:14:42] Marissa: Exactly. If we're not genuinely invested in the prospect's success, they'll see right through us.
[00:14:48] Jason: It's like people don't just buy what you do, they buy why you do it.
[00:14:51] Marissa: Right, exactly. Authenticity is key. But let's say we have that belief, that passion. How do we actually go about asking for the commitment?
[00:14:59] Jason: Right. Are there any magic phrases or is it more about reading the room?
[00:15:04] Marissa: Chitwood definitely offers some guidance, but it's more about finesse than force. He cautions against high pressure tactics or anything that feels manipulative.
[00:15:14] Jason: Okay, so no cheesy closing lines.
[00:15:17] Marissa: Not in Chitwood's world. He advocates for a more collaborative approach.
[00:15:21] Jason: Collaborative? How so?
[00:15:23] Marissa: The prospect should feel like they're part of the decision making process, like they're arriving at the decision on their own terms, you know, but guided by the information and insights we've provided.
[00:15:34] Jason: So it's a partnership, not a battle of wills.
[00:15:36] Marissa: Exactly. He suggests using phrases that invite the prospect to participate. Things like, "Based on what we've discussed, do you feel like this would be a good fit for your needs?' Or, "How do you see this benefiting your business?"
[00:15:50] Jason: So we're essentially asking them to reflect on the value and make an informed choice. Empowering them, really.
[00:15:55] Marissa: That's exactly it. It takes the pressure off both of us. But of course, they might hesitate.
[00:16:00] Jason: Right. What if they still have doubts, even after all our hard work?
[00:16:03] Marissa: Well, that's where those techniques for handling price objections come back in. We can reiterate the benefits, clear up any misunderstandings, and gently guide them towards a decision.
[00:16:13] Jason: So persistence and patience are still key, even in this final stage.
[00:16:18] Marissa: Absolutely. It's about building trust and showing them that we're really invested in their best interests.
[00:16:23] Jason: This has been such a fascinating deep dive. We started with identifying those top three products or services, then crafting those compelling FBR sequences, and now we're guiding them towards a commitment.
[00:16:35] Jason: It's amazing how it all fits together.
[00:16:37] Marissa: It really is, and it all starts with that thorough qualification. The more we know about our prospects, the better we can serve them.
[00:16:43] Jason: The whole process has been like composing a symphony, each stage building on the last.
[00:16:48] Marissa: I love that. And the most powerful instrument in that symphony is authenticity.
[00:16:53] Marissa: When we genuinely believe in what we're offering and in our client's success, it resonates on a whole other level.
[00:16:59] Jason: It's been such an insightful journey. And you know what? These principles we've discussed, they apply to so much more than just sales. Understanding, empathy, genuine connection. Those are valuable in all relationships.
[00:17:11] Jason: So let's challenge ourselves to apply these principles in all areas of our lives.
[00:17:15] Marissa: I like that challenge. It's food for thought, for sure.
[00:17:18] Jason: It's something to think about as we continue on this journey of personal and professional growth. Thanks for joining us for this deep dive into World Class Selling.
[00:17:26] Jason: We'll see you next time.
[00:17:27] Will: Thanks for joining us for Episode 5 of the Track Selling System podcast, where we explored Step 5, Fill the Need, the art of connecting features to benefits with the FBR sequence.
[00:17:41] Will: Remember, successful selling is about understanding, empathy, and creating a value driven narrative.
[00:17:48] Will: In our next episode, we'll explore Step 6, Act of Commitment, the step where we seal the deal and achieve success.
[00:17:55] Will: Be sure to subscribe and stay tuned for actionable insights to take your sales game to the next level.
[00:18:02] Will: The whole team here at Track Selling appreciates your time and attention. See you in the next episode.
