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The SPIN Selling Fieldbook: Practical Tools, Methods, Exercises and Resources by Neil Rackham

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       11

Demonstrating Capability

Images

Overview

There are three ways to describe capabilities:

Images

image Features—Describe facts or characteristics of a product or service, e.g., “We have forty skilled technicians …”

image Advantages—Describe how a Feature can be used or can help the buyer, e.g., “Because of [that feature], you’d get quick response to a breakdown.” ...

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