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

Do you sometimes feel 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, effective sales technique enables you to highlight your competitive advantages and present a compelling sales pitch. Thanks to a better-structured sales pitch, you're more likely to trigger a purchase , and therefore increase your sales.

So what does the CAB method involve? What are its advantages? How does it help you sell more? And how can it optimize your sales pitch? Answers 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 to make 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 advantages, 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.

Thus, 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 aspect .

👉 By enabling your contact to clearly visualize the benefits of your offer, you provide them with all the weapons they need to help them make a decision. Your sales process is thus optimized, and your argumentation is clear and effective!

Why use the CAB method?

A structured sales pitch

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

A clear, personalized sales pitch

It's not enough to simply present your product's features - every product has them! 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. Analyze your prospect's/customer's behavior using the SONCAS method. Define the benefits and advantages of your offer that best correspond to their needs and motivations.

👉 Example: If your contact is more suited to a "Security" profile, present him with benefits adapted to his needs. For example, a product's long warranty, security features, 24-hour after-sales service...

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

A simple methodology for all types of offers

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.

👉 Reading is clear, simple and intuitive.

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

C for Characteristics

The first step in the CAB method is to present the characteristics of your product or service. This is the descriptive part of your sales pitch, and provides the context for your sales message.

This step includes several types of features:

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

This part isn't exactly the most convincing, but it's no less important for that. Don't simply present your offer, try to formulate your characteristics in such a way that the customer already perceives the product's advantages.

Examples of product/service descriptions:

• A portable, wireless, waterproof speaker. It's stylish, sleek and available in 5 different colors.
• A complete, customizable billing software that gives you access to nearly 24 features. It's RGPD-certified and suitable for all types of business sectors.

A for Advantages

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

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

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

Examples of product/service benefits :

• The speaker can accompany you in all your moments of 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's 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. We often find 2 types of benefits:

• Emotional benefits based on sensations and perceptions.

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

• Rational, measurable and quantifiable benefits
  Example: a scientific study that proves the product's effectiveness on a panel of consumers. This is very common for cosmetic products.

To correctly determine your customer's needs and propose an appropriate offer, we recommend you use the DISC method and spin selling. These are real sales performance levers, enabling you to identify your prospects' behaviors and better meet their expectations.

Active listening is also an excellent way to understand your prospects' motivations and obstacles , by asking open-ended questions. The aim of this stage is to seduce and move your interlocutor, by demonstrating how your offer will benefit them.

Examples of product/service benefits:

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

In this way, the CAB method proves to be a real lever for sales performance. Its simplicity, adaptability and efficiency have proved their worth in countless sales. Now that you've got all the information you need, it's your turn to make the most of it!