The CAP method is based on the benefit and proof we bring to the customer. It’s a rudimentary sales technique, but well suited to the sale of simple products, and ideal for technical salespeople who know their product inside out.
The CAP method
- Product features: materials, type of manufacture, technical specifications, price, after-sales service, warranty
- Customer benefits, applications, achievable gains.
- Proof: this is where the technical sales representative makes the difference with other salespeople. He knows his product inside out, and can use his technical skills to prove and demonstrate it.
Advantages and disadvantages
Advantages of the CAP method
- Easy to use
- Product focus
- Ideal for technical sales representatives, no need for extensive sales training or experience
- Helps convince skeptical or analytical customers
- Perfect for selling simple products in-store, at trade fairs and exhibitions.
Disadvantages
- Not customer-centric
- Not suitable for complex sales
- Easily detected by any customer with a sales background
- Ignores customer motivations
CAP application examples
Car brakes
- Feature: ABS brake
- Advantage: the car stops without skidding
- Proof: take a look at the mechanism and the tests.
Moisturizing cream
- Characteristic: very fine molecules
- Advantage: they fit better into the skin
- Proof: take a look at the tests, try it out for yourself.
Laptop computer
- Feature: touch screen
- Advantage: ease of use, directly on the screen
- Proof: try it for yourself
Conclusion
The CAP method isn’t a very sophisticated sales technique, but it’s simple, effective and well-suited to technical salespeople in stores or at trade fairs.
You should compare it with the CAB method, which focuses more on the customer and his motivations, and then choose the technique that’s most relevant to you.
In all cases, you need to integrate it into the sales process.
Jean-Pierre Mercier
