Using The FAB Approach in Sales

All products and services have three characteristics to them: Features, Advantages and Benefits (FAB).

While Features tell us about the physical attributes of the product, Advantages spell out the direct use of the feature and Benefits identify what the product can do for the customer. it is the benefits which finally matter to the client

Features merely define the product. They do not solve the customers problem / need.It is then up to the customer to decide how the feature will benefit them.

To make Features more productive, we add Advantages to them. Advantages show how the Feature will work for the client or what it will do for him/her. However, Advantages are general, and not client based: they do not explain how the product will solve the client's specific problem. At times, they may focus on certain features which the customer does not care about, thus reducing the VFM (Value for Money) factor for the client.

Benefits are ultimately the final attribute which help to sell the product. Benefits help to identify the Features and Advantages which relate to the customers needs. At a call with the client, the sales person is required to understand the needs of the customer. This is a crucial time when we need to show interest, concern and empathy. Correct questions need to be asked to show the customer we care and would like to clarify details. This is what will guide us as to which Features and Advantages to present to the client so as to create Benefits.

Once the client explains the underlying needs, they expect a solution from us.

Remember, with all client interactions that takes place, the customer has her/his WIFM (Whats in It For Me) in mind...

No sales call is fruitful until the customer is satisfied that (s)he has received something out of the interaction or the time invested. It could be a possible solution to the customer needs, some statistics you may share, some market intelligence, your rich experience or a physical gift (i.e. if the organization allows them)

Benefits are derived from the Customers and are Motivators for a customer to buy the product. They define what the customer will achieve by purchasing the product. Some benefits which matter are self esteem, time saving, cost reduction and increase in productivity.(Feature Dumping Doesn't Work Do This Instead, David Jacoby, salesreadinggroup.com)

At a training program with some sales people, we came up with an example: Suppose I buy a Jewellery set for my wife, what would be the FAB attributes. The answers we received for the benefits ranged from self esteem to extraordinarily good food and the fact that there would be no big demands for the next six months!!

Loyalty at Gen-Y

Gen-Y, or the Millennials, as they are called, are the ones born between 1980s and late 1990s and are currently in the age group of 18 to 29 years. This age group is different to Gen-X or Baby Boomers in many ways than one. The fact that they were exposed to technology at a greater pace is the primary reason that makes them so different. Older generations have perceived this gen as being lazy and unconstrained. Needless to say, this is only a myth.

The power of social media has allowed this generation to get more connected and open minded. They have the power to create their own brand and link themselves to brands of their preference. Why then, is there the unforeseen turnover, and the fact that employers are finding it challenging retaining them?

70% of the Gen-Y workforce quit their first job within 2 years of joining. (Who's at Fault for High Gen-Y Turnover?, Dan Schawbel, Forbes, Nov 23, 2011) Is this due to lack of loyalty or are there other hidden reasons? Being in HR since the last five years, it has been observed that there are many underlying reasons. 

The entire thinking at this Generation has changed. With Gen-X, they provided loyalty to their employers while with Gen-Y, they expect it instead! And there is reason too: slower job market, higher competition, greater expectations from employers, continuous multi-tasking, regular honing of skills, flexibility at workplace and higher standards of living. 

Gen-Y needs to keep in constant touch with its environment, be it physically or non-physically and provide updates on what is happening with them. They are not afraid to share their thoughts and experiences openly, something which the older generations were reluctant to. (Here's How Millennials Really View Loyalty In The Workplace, Vivian Giang, Business Insider, Sep 17 2012)

Many of the Millennials opt for Internships and Industrial Trainings after their studies which last for a fixed period, generally between 3 – 6 months. Some of these jobs may be voluntary or may pay a small stipend. Permanent jobs are few, hence, students take up these short term assignments after their graduation. These assignments also allow students to understand their areas of interest, especially if the Internship allows exposure in several departments in the organization. Many a times, the organizations absorb the promising Interns, that is, if they have not found a job yet.  For those who do move, it is because they have received a better pay or position. 

At times, there is a culture of intimidation and control, which tends to “put off” this generation. This type of environment cannot work for any organization. This generation, like others, needs an atmosphere of recognition on achievement, trust and motivation; with the best interests of the individuals in mind. 

Another reason why Gen-Y moves (or stays) is how their leaders treat them. Effective seniors create an atmosphere of inspiration, trust and respect and continuously strive to retain their team. Gen-Y will respect: respect unflinchingly, but managers will need to earn it. They will not respect just because you are the boss. With an ineffective boss, they will just not stay. And then leaders muse over why this generation is so different to theirs, why they will not stay! (Who's at Fault for High Gen-Y Turnover?, Dan Schawbel, Forbes, Nov 23, 2011)

The latest trend is that Gen-Y would like to work for multiple companies at a time instead of working full time for one organization. They would like to use their expertise to the maximum instead of spending time in one office. This could mean a temporary association with companies on a particular assignment to optimize on their competencies. This would be a win-win situation for both parties. (Permanent Job Passe Work for Multiple Cos, TOI, Namrata Singh, June 23 2015)

The effects of rapid turnover are many: we all know it. The clearance cost, cost for finding a suitable replacement and training the new employee all over again. However, the loss of a dedicated employee who was on the way to become a leader is un-repairable. So is the cascading de-motivational factor that the loss of a committed staff brings about. 

Times are changing in the digital age, changing too fast. Gen-Y is the brain child of all this technological change. The need of the hour is for managers to utilize their immense potential to the maximum for survival in the difficult times ahead. And yes, Gen-Y is loyal, dedicated and intense. It is then, up to the leaders, to mold them so as to make them assets in the organization and shape them into future leaders.

Labels: flexibility, Gen-Y, inspiration, leaders, Loyalty, motivation, multi-tasking, recognition, social media, trust, turnover

Importance of Induction in an Organization

When a new employee joins an organization, she has a million things on her mind. The type of organization, the people, the methods of doing work, the work culture, how the employees will take her, how long will she take to understand the work…It is a transition phase: for many from university life to the workforce and for many from one organization to another.

Leaving one organization is painful by itself, adjusting in another is even more painful. An effective induction is what it takes to minimize this pain.

A company induction program needs to be a carefully thought about plan. It needs to take into account the sensitivities that a new joinee brings with her. This is the time to win over the employee – make it or break it: your true Moment of Truth! It requires a concoction of empathy, thoughtfulness and compassion.

Induction in an organization is the role of Human Resource and Training combined. It ought to cover the entire philosophy of the company. There should be ample information on its history: How did the concept of the organization come about, how did the concept take shape, what were the difficulties in bringing it to the current situation, how did the management overcome these difficulties. There should be adequate discussion on the vision of the company: why it is there and where it wants to go. The mission of the organization describes how it is going to achieve its vision.

Besides its philosophy, an induction program should provide enough information about the organization: the infrastructure of the organization, its branches, the products/services they develop, their USP’s (Unique Selling Prepositions), its hierarchy and the key people in the organization. Enough emphasis should be laid on the policies of the organization, their expectations of the staff, behavior as a team, grooming and communication standards. There should be some information on the role of each department in the organization and how the new joinee fits into her role as a part of this team.

An Induction Program should also talk in detail about what the company has in store for their internal customers, welfare activities carried out in the organization, its CSR programs and other extra-curricular activities.

The role of an effective induction is to create ownership in the mind of the new employee towards the organization and feel welcome in the new environment. Besides a general induction in the organization, employees are taken through another induction in their respective department to help settle down in the transition period and make this transition smoother and more stable. The employee is in a very fragile state of mind at this period and utmost care is required to caress and nurture the employee and turn her from an employee to an asset!

The Guest Cycle in a Hotel

The guest cycle is the complete experience that a guest goes through in a hotel: from making the booking to departure. It comprises of four stages: Pre-arrival, Arrival, Occupancy and Departure.

PRE-ARRIVAL

The customer calls the hotel for a booking. The Operator transfers the call to the Reservations. How the Reservations Assistant handles the caller is very crucial. First, we need to ascertain whether a room is available or not. If the room is available, we can make the booking. We take all necessary details: Name of the guest, date of arrival, date of departure, Flight Details, whether transfers from the airport are required, type of room, type of meal plan, (Selling Skills), Contact Number, E-mail / Fax and payment details (cash / credit card). Any other requirements like a banquet or conference requirements could also be discussed. Immediately, a written confirmation is sent with all details discussed. This makes a world of a difference.

If we do not have the room, we may have to refuse the guest a room, but we can still retain the customer. “We do not have a room for you at the moment, but should we have some cancellations, we will come back to you. In the meantime, may I suggest some other hotels of a similar category in this area.” You have won the guest for the next visit!

ARRIVAL

The guests arrive at the airport. The Airport Representative receives them with a placard, guides to the vehicle, makes them comfortable and sends them to the hotel.

The Doorman, a smartly dressed person opens the door. The Bell Boys assist with the luggage.

The Receptionist welcomes the guests with a smile. Once the guests identify themselves (usually with their passport / credit card), their registration card with all details, which have been taken well in advance by the Reservations Assistant, are presented for their signature. The facilities of the hotel are explained in brief and the Bell Boy escorts to the room. There, the bell boy explains the features of the room to the guests.

OCCUPANCY

Once in the hotel, most of the guest interactions will take place with the Guest Relations. The GR people are one of the most crucial people in the hotel. It is, in fact, a great place to start a career in hospitality.

Requirements for a GR person:

- Well Groomed

- Good Communication Skills

- Willing to help

- Good sales person

- Good knowledge of the product

- Knowledge about the surroundings

- Knowledge about the Local Culture, Festivals, Traditions

- Guests will ask the most ridiculous questions, one should be prepared as far as possible.

While in the hotel, the guests will experience the various facilities in the hotel – Food and Beverage, Conference and Banquets, Laundry, Fitness Centre, Business Centre, Entertainment facilities; and knowingly / unknowingly form various impressions about the hotel which will lead to their decision to come back. This is the time to win the customer for repeat business.

DEPARTURE

At the time of departure, the guest returns to the Reception and returns the key. The bill is presented; the guest checks the bill, clarifies any doubts he / she may have and makes the payment. The check-out process should be completed as soon as possible.

Once the cashier gives the go-ahead to say the check-out is complete, the Bell boy assists with the luggage of the guest, the guest is driven to the airport.

After the guest leaves the hotel, a guest history is created with the likes and dislikes of the guest, the basic information about the guest, so that when the guest comes back, we know how to serve him / her best. (Do we need to offer the same room, should the room be close to the lift or far away, city facing or away from the city, higher floor / lower floor, meal requirements, any specific amenities in the room, food and beverage requirements, birthdays / anniversaries).

Thus, the guest cycle is completed. It is a very interesting process since every guest cycle is different based on their perceptions and expectations. This is what makes this industry so special!

Your CV

Experienced interviewers do not spend more than two minutes on a CV. Your CV needs to be different from the rest. Interviewers are looking to see if there is a fit in terms of your knowledge, skills, experience, capabilities and attitude.

If you have got far as the interview, it is likely that you have succeeded with your CV – atleast to an extent. The questioning process allows them to dig deeper and find out exactly how good a fit it really is.

Most people make a CV and send them to all prospective recruiters which is wrong. CV’s should be tailor made for each job opening and the content in each CV should change as per the requirement of the job.

The advertisement or job description will tell you more about how the CV should be finalized.

Here are some things to keep in mind when making a CV to improve chances for an interview:

Spelling and Grammar: If you cannot take the effort to write a CV correctly, the chances are that you will not take effort in your work either.

Clear structure and format: Keep it simple and sweet. Make sure facts and dates are correct. Use the same font throughout. Do not use underlining and do not have too much blank space on the page. Your CV should include a career statement (what you are looking for from the job), your name, education details, work history and references. Listing competency statements (like communication skills, teamwork, problem solving) with a short description that demonstrates your ability in each, increases your chances of getting an interview by 30%!

Don’t be too modest: Avoid the temptation to be too modest, but keep it real. Include all your achievements (e.g. Employee of the Month award, exceeding sales targets and winning promotion). If you have been involved in a project, make the outcome clear, people want to see if you complete things. Use positive strong words like ‘overcame’, ‘achieved’, ‘created’, ‘completed’, ‘organized’, ‘accomplished’.

Turn negative points into positives: If you think something on your CV could sound negative, turn it into a positive or leave it out altogether. Many recruiters look for continuity of employment and demonstrating steady growth up the corporate ladder.

Covering Letter: Covering letters are a great way to sell yourself and express your enthusiasm for the job. Keep the tone positive and limit the text to one page. Make sure the letter is tailored for the job you are applying for. If you send your letter and CV by e-mail, make sure your subject is self-explanatory.

Happy Job Hunting!!

Grooming for men

Proper business attire is about being professional and not about being fashionable. It's about presenting yourself in a way that makes your clients feel comfortable and confident with you. Following are few tips that men should consider while dressing up for business:

A solid white or blue dress shirt with long sleeves offers the most polished look. The shirt collar is very important as it frames the face. The sleeves of the shirt should stop at the wrist and the cuffs should not fall into the palm of the hand. Half sleeved shirts should hang loosely and reach half an inch above the elbow.

The legs of the trousers should not make folds over the shoe. The trouser leg should hang free and barely break over the instep when a person is in a natural easy standing position. Ideally, trousers should be short enough to look neat and long enough to cover the bare skin above the socks when they are hitched in a sitting position.

In business clothing, a printed, striped or checked shirt ought to be worn with plain trousers and vice versa. Printed shirts, however, should be avoided. A long sleeved shirt should always be buttoned at the cuffs. When wearing a shirt without a tie, only the top two buttons may be left undone.

Choose a conservative suit in navy, black or gray either pinstripe or solid. The quality of the material speaks as loudly as the color and can make the difference between sleaze and suave. Wool and wool blend are the way to go for suit fabrics. Even in summers a lightweight wool fabric is good.

The jacket should be long enough to cover the seat entirely. When buttoned, the bottom of the jacket should be parallel to the floor from all sides. Generally, we use the top button only.

The sleeves of the jacket should expose about half an inch of the shirt cuffs when the arms hang loose and more when the arm is bent.

The collar of the jacket should fit low and close around the neck, and slightly expose the shirt collar at the back.

When the collar fits properly, it ensures that the lapels lie flat.

Ties should be made of silk or a silk-like fabric. Try simple and subtle ties to enhance your credibility. Even if you have tied the most perfect knot, if it doesn’t have a perfect dimple just under the knot, it isn’t perfect! Sophisticated men and women notice a tie knot’s dimple. Ties should end within the area of the belt buckle (not above and not below).

Care of Clothes: Whatever one wears, it should always be well pressed, well brushed and scrupulously clean. The collar, if not laundered properly, will lose its shape. A suit that is ironed with a very hot iron gets an unattractive shine. Carelessly pressed trousers can get a wrong crease. When hanging a jacket, take care to see it is properly buttoned and that the collar and lapels are lying straight. Use padded hangers to keep jackets in shape. Hang air freshener sachets in the closet to keep clothing fresh and fragrant and slip perfume sachets in underwear shelves.

Socks should be calf-length or above. Make sure they match not only what you are wearing, but also each other. Socks should be changed daily and those which have lost their elasticity or with holes must be discarded immediately. Thick sports socks must be worn with keds and sports shoes only.

Shoes should, without question, be conservative, clean and well polished. Lace-up shoes are the best choice. Many people will look at your feet before your face. Shoe horns should be used to avoid bending the rear of the shoes.

Use only freshly laundered, good quality absorbent handkerchiefs. Some men like a handkerchief in the breast pocket. It is of the same material as the tie or of plain coloured matching silk. Before setting out anywhere, make sure the handkerchief points are neatly arranged in breast pocket. Men should refrain from straightening their handkerchiefs in public view.

Belts need to match or closely coordinate with your shoes.

Men’s jewellery should be plain, masculine and functional. A smart pair of medium sized cuff-lings, a ring, a tie-pin and a good watch look nice on a person.

The wallet should be slim and should not bulge out. A bulging out wallet is an eyesore and very unflattering to the silhouette of a gentleman.

If carrying an attaché, it should be sleek and of polished leather.

The pen should be smart and of a good brand.

Hair, usually parted to one side, should not reach the top of your shirt collar. It should be brushed back and kept in place, if necessary with a styling gel or mousse. Men need to have their necks shaved, people do notice. And of course, the hair running out of the nose and ears!

A man should either be clean shaved or sport a neatly trimmed beard.

Men need to take care of their hands and feet too, not necessarily going for pedicures and manicures.

Under arm fresheners should be used for people (men and women) who sweat profusely.

People with bad breaths (Halitosis) should take adequate treatment. This is mainly due to decaying teeth or stomach troubles.

Do not pick your nose, burp or let off wind in public.

Tattoos and piercings should not be visible.

Remember’ dress for the audience, the circumstance, the corporate culture, and yourself.

SWOT ANALYSIS FOR HOTELS

A SWOT is an important tool in evaluating an organization, business or person and its environment: both internally (Strengths and Weaknesses) and externally (Opportunities and Threats).

As a hotelier in the Sales and Marketing field, SWOT worked as a foundation tool for our marketing plans, budgets, Food &Beverage promotions, rates revision, branding and positioning.

A Strength could be your USP's (Unique Selling Propositions), Brand Name, Location, History, Quality of Staff / Service, Ambience, Quality of Food Served, Facilities provided to clients.

A Weakness could be the Location of the property, damaged Reputation, Poor Training, Grooming Standards, Age of the property, Poor Maintenance, Undifferentiated Product or Service compared to your competitor, lack of Marketing Expertise.

An Opportunity could be a Developing Market like the internet / Networking, The Socio-Economic situation of the country, Life Style of local residents, Disposable Income, a new International Market, market vacated by a weak competitor, Mergers, Joint Ventures and Strategic Alliances.

A Threat could be new entrants in the market, new markets being developed, staff turnover, price wars with competitors, new taxation, competitors have superior channels of distribution.

So, good luck with your next Marketing Plan!