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Many sales people in technical sales are comfortable talking about the latest features of their instrument or consumable product. After all, they are in the role they have due their technical or scientific knowledge. However, it is an old adage in sales that customer don't buy features, they buy benefits. In this episode of the Luxury of Choice podcast, host Steve Vaughan is joined by Jayne Green and Christian Walter, where they discuss F.A.B. selling, or how to link features to an advantage, and to uncover the benefits these may bring to a customer in their work.

Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche and Jayne Green are Sales Trainers from george james ltd. You can email the show at: Podcast@georgejames-training.com

The trainers on LinkedIn:

Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/
Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/
Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/
Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/
Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/
Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/


george james training website https://georgejames-training.com/