Assignment 3

The Customer Benefit Plan

The Customer Benefit Plan (CBP) contains the nucleus of the information used in your sales presentation and therefore should be developed carefully. 

Creating a CBP involves the following steps:

Step 1 Develop a FAB plan

Select the features, advantages and benefits of your product to present to your prospect. Point out the needs it fulfills or the problems it solves. This clarifies why your product should be purchased.

Features

Advantage

Benefits

Step 2 Develop Your Marketing Plan. 

Show how your proposal is attractive to the buyer from a marketing support perspective.

What marketing incentives can you offer to make your proposal desirable?

Step 3 Develop your Business Proposition

Show how you proposal is an attractive proposal from a financial perspective.

This includes items such as price, percentage mark-up, sales forecasts, return on investment, payment plan and value analysis.

1. Price Comparison

2. Return on Investment Analysis

3. Value Analysis or Cost/Benefit Analysis

4. Profit Margins

5. Financing Terms

    - payment plans

    - interest rate

6. Discounts 

- cash, quantity or seasonal

Step 4 Develop a suggested purchase order

A proper presentation of your customer needs analysis and your product’s ability to fulfill these needs, along with a satisfactory business proposition and marketing plan, allows you to justify to your prospect what product and how much to purchase. 

This section will suggest the buyer – what to buy, how much to buy, what assortment to buy and when to ship the product to the customer.