Be more convincing and increase your sales with the CAB method!

Do you sometimes have the impression that your sales pitch isn't punchy enough and that your prospects don't seem convinced? The CAB method is the solution to your problem.

This simple and effective sales technique enables you to highlight your competitive advantages and present a compelling sales pitch. Thanks to a better-structured sales pitch, you have a greater chance of triggering a purchase and therefore increasing your sales.

So what does the CAB method involve? What are its advantages? How does it work to sell more? And how can it optimise your sales pitch? Find out in this article.

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The CAB method: definition

The CAB method is a sales technique that enables you to structure your sales pitches in order to have a greater impact on your prospects and trigger a purchase. The CAB acronym is broken down into three elements:

• Features : present your product by outlining its functionalities and options
• Benefits: link the features of your offering to its benefits by explaining why your product outperforms the competition
• Benefits: determine the added value of your product and how its use can bring something positive to your prospect. Ideally accompanied by proof.

In this way, the CAB method is a framework to be followed methodically that will help you structure your sales pitches while drawing on the prospect's emotional side .

👉 By enabling your customer to clearly visualise the benefits of your offer, you give them all the tools they need to make the right decision. Your sales process is therefore optimised, and your sales pitch is clear and effective!

Why use the CAB method?

A structured sales pitch

By meticulously following the method, you can present a sales pitch that is structured, clear and therefore more effective. Your exchanges with your prospect or customer will be smoother, which will considerably encourage the act of buying.

A clear, personalised sales pitch

It's not enough just to present the features of your product - every product has features! The CAB method allows you to create a more detailed sales pitch where you give your prospect all the information they need.

👉 Tip: A product or service can have several advantages. Analyse your prospect/customer's behaviour using the SONCAS method. In this way, define the benefits and advantages of your offer that best match their needs and motivations.

👉 Example: If your prospect is more suited to a "Security" profile, present him with benefits tailored to his needs. For example, the long product guarantee, safety features, 24-hour after-sales service, etc.

Would you like to go further and strengthen your sales pitch, while applying the best practices of the CAB method? Our complete guide takes you through the key stages from creation to optimisation, to increase your sales. Download it for free and improve your sales pitch!

A simple methodology adapted to all types of offer

The CAB method is very simple to use, yet promises concrete results. All you have to do is draw up a table with 3 columns (C, A and B) and fill in all the characteristics of your offer.

👉 It's clear, simple and intuitive.

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The 3 phases of the CAB method (including examples and advice)

C for Characteristics

The first stage of the CAB method consists of presenting the characteristics of your product or service. This is the descriptive part of your sales pitch, and in a way represents the context of your sales message.

This stage includes several types of characteristics:

• technical
• aesthetic
• commercial
• gustatory
• social, etc.

This part is not really the most convincing stage, but it is no less important for all that. Don't simply present your offer, try to formulate your characteristics in such a way that the customer already perceives the advantages of the product.

Examples of product/service descriptions:

• A portable, wireless, waterproof speaker. It's stylish, sleek and available in 5 different colours.
• Complete, customisable billing software that gives you access to almost 24 functions. It is RGPD-certified and suitable for all types of business sector.

A for Advantages

The second step in the CAB method is to discuss the benefits of your offer. The aim is to associate each of the features of your product or service with a benefit. Your arguments should be concise without going into too much detail.

Try to pique your prospect's curiosity by subtly presenting the benefits they can derive from the offer. The idea is to show them that each of the features mentioned will bring them added value.

👉 Tip : Don't go into too much detail, and avoid using words that are too technical, which could diminish their attention.

Examples of product/service benefits :

• The loudspeaker can accompany you in all the moments of your life: with friends, in the shower, at the beach, on a trip...
• The software automates repetitive tasks such as creating quotes and invoices.

B for Benefits

This is the final stage of your CAB method. You need (as you've already guessed) to present the benefits of your product. There is a fine line between benefits and advantages, but they do exist.

Benefits are the direct advantages of your features over the competition. Benefits, on the other hand, represent the often emotional and empathetic results for your prospect. There are often 2 types of benefit:

• Emotional benefits based on sensations and perceptions.

  Example : a food product that promises an exceptional taste and a return to childhood. It may also be linked to a label that demonstrates the authenticity of its composition.

• Rational, measurable and quantifiable benefits
  Example: a scientific study proving the effectiveness of the product on a panel of consumers. This is very common in the case of cosmetic products.

To correctly determine your customer's needs and propose a suitable offer, we advise you to use the DISC method and spin selling. These are real sales performance levers, enabling you to identify the behaviour of your prospects and respond more effectively to their expectations.

Active listening is also an excellent way of understanding your prospects' motivations and obstacles by asking open-ended questions. The aim of this stage is to seduce and move your customer by showing them how beneficial your offer will be.

Examples of product/service benefits:

• Become THE person everyone wants to have at a party or outing. Bring the joy and good humour of music everywhere, even underwater!
• Don't spend long, tiring hours managing your invoicing - the software makes your life easier by automating all your time-consuming tasks!

The CAB method is proving to be a real boost to sales performance. Its simplicity, adaptability and effectiveness have proved their worth in countless sales. Now that you have all the information you need, it's your turn to make the most of it!