The demonstration: that's when it really all happens. It's your opportunity to show your customer that you're truly the expert they expect you to be. The demonstration is the crucial step that gets customers to say, "I'll take it!" It's the moment of truth.

Customers buy for two reasons: trust and value. Trust is established during the probing process, but the demonstration is where you establish value. Value can be defined as the total benefit the customer derives from making the purchase. Prestige, comfort, economy, durability, style, etc., are all types of value. Keep in mind, that what is of value to one customer may hold no value to another.

Regardless of whether the customer likes or dislikes you as a salesperson, value is the key ingredient to making the sale. Even if you have the customer's trust, and they love you, they still have to see the value an item brings them before they will buy it.

So, it is in your presentation that you establish the value of an item. You must match your customer's wants, needs and desires that you learned through probing, with the features, advantages and benefits of the item. People don't buy what the item has, they buy what the item will do for them.

For this reason, during your demonstration you must be able to explain not only the features of an item but how those features will benefit the customer. We use a tool called the Feature-Advantage-Benefit-Grabber when describing merchandise. This technique involves translating the item's features into reasons for the customer to buy.

Although the Feature-Advantage-Benefit system has been around for a long time, let me explain it briefly. The feature is something important or outstanding about the item. For example, if you are selling a hula hoop, one obvious feature is that it is round. The advantage is why it's better to have the feature as opposed to not having it. Well, a round hula hoop is certainly easier to spin than a square one, so the advantage is "easier to spin." The benefit is what this advantage will do for the customer. A hula hoop that is easier to spin would be more fun than one that required a lot of effort. The grabber is a restatement of the benefit in the form of a question to gain agreement from the customer that this would indeed be a benefit. So here's how one might sound:

"One of the nice things about this hula hoop is that it's perfectly round, so it's easier to spin and you'll have lots more fun. And you do like to have fun, don't you?"

FABGs are very effective, and with some practice, simple to create and adapt to any industry. The following examples will help to illustrate this point:

"One of the nice things about this shoe is that the upper is made from genuine kidskin leather, which molds to the shape of your foot giving you a custom-made feel. It would be nice to walk around in custom-made shoes at half the price, wouldn't it?"

"One of the terrific things about this pearl necklace is that it's opera length, so it can be worn long or as a double choker, giving you two different looks with one piece of jewelry. And, that kind of versatility is nice, isn't it?"

"Another nice thing about this video camera is that it has a fade option. This means that when you're taping, you can fade to black gradually instead of just chopping it off, giving you a much more professional final product. And, making your audience ooh and aah over your video would be great, wouldn't it?"

There are also some very subtle points to take note of to make sure you succeed in the demonstration. Besides showing the value of an item, you may need to inspire the customer to want to own it. It's an essential part of any demonstration in any industry. For example, a woman might appreciate the value of a mink coat, but not necessarily want it...until she tries it on, that is. A person might appreciate the value of a Mercedes, but not really want one until they drive it. Your merchandise isn't any different. Looking at it is one thing, wearing, holding, experiencing it is another, which leads into another important part of your demonstration.

Each industry has its own ways to make the demonstration more effective. For example, in the shoe industry, measuring feet has become a lost art. Veterans in the shoe industry know, however, that measuring does little to help you actually fit a customer better. We still advocate offering to do it. Why? Well, number one, it gets the customers' shoes off so they are less likely to run off while you're in the backroom! But more importantly, it is perceived by the customer as great customer service and an example of professionalism. Customers are pleasantly surprised and impressed every time.

Shoes should also never be put immediately on the customer's foot, but instead presented to the customer with both hands. An FABG on the shoe prior to trying it on creates value immediately. Remember, present the shoe to the customer, not the customer's feet. Feet don't make the decision to buy, the mind does.

This same theory applies to the apparel industry in a big way. A woman may try on a garment in the fitting room and after having it on about two seconds, takes it right off. Her first impression isn't good, and she doesn't even give it a chance. And what's worse is that she never comes out of the dressing room to give the salesperson the chance to give it some value. If you give an FABG on the item before she takes it into the dressing room, the value established may be just enough for her to take a second look and make it work because she may already want it.

There's another trick for the apparel business, especially in menswear. I call it the nine-point frump! When a man is standing in front of a three-way mirror with a suit on, the salesperson does my nine-point frump fit test. He tugs, adjusts buttons, unbuttons, smoothes the shoulders, pulls on the sleeves, etc., giving the impression that he's "Sam the Tailor." The salesperson is now perceived as a professional who is concerned about how the customer looks and feels in the suit. In effect, every salesperson becomes a tailor! Walking around with a tape measure around your neck would only enhance that image.

In the jewelry business, I've always liked to create some mystery to enhance the value of a piece of jewelry. For instance, before I put a ring on the customer's finger or a chain around her neck, I pull it out of the case and lay a polishing or svelte cloth over it. Then, as I am polishing away, I give an FABG on it. Meanwhile, the customer is going crazy wanting to try on the piece.

When demonstrating bicycles, I suggest putting the bike on a stand and having the customer pedal away. You let the customer know that you're observing their riding style and checking for the right fit. This type of attention to detail is bound to set you apart from the rest of your competition.

When you sell merchandise such as furniture, spas, carpet, window treatments and the like, I always ask the customer to take a seat after the probing process and right before the demonstration, or actually during the probing process. Have the customer make a rough sketch on graph paper of the room or area they are making the purchase for. This will help you visualize right along with them, but also clue you in to possible add-ons.

As one last example, let's look at the electronics industry. Always let the customers push the buttons and turn on the knobs. For example, if you are making a presentation on a television, let the customer work the remote control instead of you. Just tell them which buttons to push. It gets the customer involved and alleviates their intimidation about being able to operate the item once they get it home.

As you get further along in your demonstration, one situation to watch out for is customers asking you to compare two different items. Don't let yourself get trapped. The rule in this case is: sell each item on its own merit; never compare. If you describe one item to be better than another, you're likely to lose the sale when the customer realizes they can only afford the one you just beat up.

If the customer presses you for comparisons, simply explain that it's not a matter of one being better than the other, but a matter of each having different features. Answer by saying, "this item is terrific because it has..." and "this other one is great because of..." Naturally, to fill in the blanks, you simply insert FABGs. For example, one spa might have a special seat with extra jets for individual therapy. Another spa might have a conical shape built for comfort and would need less heating. By pointing out these differences, yet avoiding saying that one is better, you can now guide your customer in the decision-making process based on what features and benefits would best suit their needs. If the spa would be used more for entertaining than relaxed family time, then the first model would be out, or vice versa.

A similar dilemma occurs when the customer is asking you to justify the price difference between two items. Again, don't get yourself in trouble. The thing you don't want to do is insinuate that the more expensive item is better because it has better features. You'll only succeed in convincing the customer that they don't want the item if they can't afford those better features.

Instead, explain that many different factors affect the price: type of materials used, quality of workmanship, attention to aesthetic details, warranties, or even brand name. All of these factors, and extra features that may be included on the item, are all reflected in the price. It's as simple as that.

If necessary, you could draw a parallel to get the point across. For example, you might look at two sweaters that on the surface appear very similar, yet one is $100 more than the other. The higher-priced sweater might be hand-knitted versus the other, which is woven by a machine. That doesn't mean the lower-priced sweater isn't any good. Or, think of the difference in price between a Mercedes and a Honda. If the Honda was no good based on the price difference, everyone would be driving a Mercedes or riding the bus. No one would be driving a Honda! And, let's face it, of course you'd rather sell the Mercedes of merchandise, but you would also rather sell the Honda than sell nothing at all! So, don't kill the customer's enthusiasm for either item if you get caught in two different price ranges.

There's a lot to think about during the demonstration. Remain in control, attach benefits to all of those great features, and add some creativity to your presentations. And remember, you're not there because you love all the merchandise; you're there to sell it!