The CAB sales method has the advantage of being simple, suitable for technical and inexperienced sales people, and taking the customer’s benefits into account.
The CAB sales method
The CAB method is divided into three steps:
- Product features : construction materials, technical specifications, type of manufacture, service, warranty, after-sales service
- Generic product benefits. A link must be made between the feature and the benefit provided by the product.
- Specific benefit for the customer. Benefit is distinguished from advantage by the fact that it is linked to the satisfaction of a customer motivation.
Advantages and disadvantages of the CAB method
Benefits
- Simple method that does not require in-depth sales training
- Perfect for technical sales representatives
- The method is more focused on the customer’s specific motivations than the CAP method.
- Ideal for in-store sales of simple products, trade shows, fairs and door-to-door sales.
Disadvantages
- The method is not suitable for complex sales
- Not customer-centric enough
- Requires the salesperson to know his or her product inside out and to have some knowledge of how to discover customer motivations, for example the SONCAS method or the SEC method.
Examples of method application
Electric radiator
- Characteristic: radiator with heated stone
- Advantage: the radiator stays warm for some time, even when switched off.
- Benefits: more stable, pleasant temperature
Credit card
- Feature: travel insurance
- Advantage: security during your stay abroad
- Benefits: if you have a problem, you are repatriated
Insurance
- Feature: tenant insurance
- Advantage: protected from costs in the event of damage to neighbors
- Benefits: if one of your sinks overflows and the water flows to the neighbors downstairs, it could cost $150,000, but you’re reimbursed and won’t be in debt for years to come.
Conclusion
The CAB method is easy to use, and is suitable for beginner sales technicians and greenhouses after a little training. You can compare it with the CAP method or the more elaborate SOS method.
