One of the most important reasons for using a step-by-step customer service process is to establish a situation in which the customer can make a series of small decisions or commitments before making the big purchase decision. It is well known that once an individual has agreed to a small, incremental decision, he or she is much more likely to agree to a major commitment.

Show the Feature - Explain the Benefit - Wrap it up with an Inquiry

F - Show the Feature - The feature refers to the service that needs to be done. When you show the feature, point to the feature. Stay focused, make appropriate eye contact, have a positive frame of mind, find the key point, and use appropriate body language.

B - Explain the Benefit - When you provide the benefits, use appropriate eye-to-eye contact and explain what it will do for the customer. Use the customer's words and demonstrate your commitment to him/her.

I - Wrap it up with an Inquiry - Use the magic words to bridge from feature to benefits:

"What that means to you is?"
"What that will do for you is?"
"How that will benefit you is?"
"How that will work for you is?"

These three steps can be used virtually every time you present information to a customer. When combined with other communication skills, you should be able to ensure the customer's complete understanding as you seek to understand and meet his or her needs.

Using "tie-downs"

Every customer has a different set of expectations and a different set of needs. It will be your task to customize your presentation for the customer. The flow of the presentation should be the same in every case. The pacing, tone, and language, however, will certainly vary.

There are four kinds of follow-ups or "tags" you can use to create an incremental decision (a "close") from a customer.

1. Standard "tie-down": "That would make your vehicle safer, now wouldn't it?"
2. Inverted "tie-down": "Wouldn't it be reassuring to know that your vehicle is now safer?"
3. Tag: Customer says, "That sounds like a great idea."  You say, "Doesn?t it?"
4. Silent: Ask the question and nod your head (let the customer agree and commit).

Putting it all together

Here is an example of how effective communication skills work. Let's use the F B I Formula, followed with a tie-down, in an actual customer presentation:

Feature: "See the range, depth and quality of how the ____________ will improve your vehicle's performance."

Benefit: "The benefit to you is that your vehicle will operate more efficiently over the many years you own it and provide you with a better return when it comes to resale value."

Inquiry: "That would be important to you?"

Standard tie-down: "now wouldn't it?"