It takes his name of the English initials of Situation, Problem, Implication, Need pay off, developed of different forms and fashionable position in the year 1990 Rank Xerox.

Due to his big interest facing the exposition of strategies and decision making by means of the psychologists' collaboration that study the human conduct, numerous investigations have been realized on the behavior of the buyers who demonstrate that these buy more, probably motivated by the conscious existence of explicit needs, that is to say, specific, and also when the seller realizes offers that suppose an additional benefit, or this way it is perceived by the buyer.

In a very general way and as example, it is possible to be said that the procedure of more elementary sale would be to find out the explicit or specific needs of the client and, next, to present benefits, what will lead him to a big possibility of obtaining a sale.

But, since it has come demonstrating the experience, the needs do not appear of a completely developed and explicit form. This is like that because the client neither expresses his needs or desires clearly, even sometimes he does not even realize himself that he has them. Normally it expresses them like dissatisfactions or problems in the shape of explained or very generic needs. For it, the seller will have to start by expressing general needs so that the buyer should accept and, once he should have accepted them, to do that this one exhibits his specific needs. From this moment there will appear the benefits that satisfy these specific needs of the client.

To tackle it of a more practical and colloquial form, we will develop the tandem characteristics / benefits.

6.1. Benefits presentation

Once the seller has discovered some need or desire of his client, who can be satisfied by benefits or advantages of his product, this one will present these benefits as sale arguments. Now then, it is necessary to bear in mind that the products are not bandaged by what there are, but by what they can do for the client, that is to say: for the utility that they will inform, how they will help him in his work or the satisfactions that they will provide to him. In fact few persons are interested in of what they are made or how the products are prepared, that is to say, his characteristics, unless that represents an advantage with regard to what up to this moment there was on the market.

Then: what is what they buy? Undoubtedly benefits. These can be economic, of comfort, well-being, serviceability, safety, etc., as there are the motivations or mobiles of election of every client. SABONE is a well-known formula that classifies the buy mobiles with the added advantage of mnemonics being able to be remembered with facility by his rule. All the clients, including the professional buyers, buy for one or several of these mobiles of election.

S: Safety. To avoid fears, worries, fear, insecurity, guarantee...

A: I affect. Love, friendship, friendliness...

B: Well-being. Serviceability, comfort, utility, health, saving of time, service, to avoid efforts, to improve the standard of living...

O: Pride. Condescension, vanity, envy, emulation, pride, prestige, to be more...

N: Innovation. Fashion, to be the first one in using something; to demonstrate that one knows...

E: Economy. To gain money, benefits, to improve yields, to save...

Some clients buy for affection, both for the manufacturer, and for the product in itself and often for the seller. It is these unconditional clients who, in price equality, buy a product that there takes them a certain seller in whom they trust, they even are capable of transferring something of benefits with a proviso that they are these who take them his account.

The professional buyer of the big surfaces or large supermarkets usually takes the economy as election mobiles, first of all; this does not mean that only I bought the cheapest products, but he wants to obtain a good yield of the establishment and he will lead him to buying articles with a good rotation index, independently of the price that these have. Another mobile, for this type of client, will be the safety, which will be related to the grade of reliability that the seller and the manufacturer gives him. Let's not forget the prestige mobiles either. To do intelligent buys with a good value for money, undoubtedly, will increase his prestige before his chiefs and his possibilities of being promoted to managing positions.

Innovation: the human being is full of contradictions, one of these constitutes it the behavior before the innovations; it is known that the average individual feels an instinctive rejection and a certain distaste for the changes. Nevertheless, the innovation in itself has something of «magician«, of advance, actuality, modernity, dynamism, progress, which increases the expectations of certain persons. This does that when the seller takes an innovation it is attended by more interest and more time is granted to him for the exhibition of his arguments. That's why it is so important that the seller gives a new approach to his presentation or highlights a novel aspect of his product not known by the client. The motivations of the persons are not static, they always change, depending on the circumstances.

6.2. What sound the characteristics?

The characteristics are the qualities of the product. A set of technical information that describe the properties of the product, how and of what is it made; example: "shoes of morocco leather, done to hand». The characteristics can measure themselves, be observed and be verified since they are completely objetivables. It is the title role of a product or service.

6.3. Y...: what sound the benefits?

The benefits are a consequence of the characteristics. When one or several utilities of these satisfy the needs or desires of the client, we can say that they are producing benefits to this client. In other words, the characteristics define what is the product, and the benefits what this one does for the client, the utility or satisfaction that it brings.

The advantages are those characteristics / benefits that differentiate the product of his competitors, there are in fact the strong points. On these strong points, it will owe the seller to argue first of all, since it puts him in a profitable situation according to the competition. The advantages give answer to the question: what does my product, which does not do that of the competition?

Let's not bandage products but benefits.

Elmer Wheeler, famous adviser of sales, says: "Do not force the people to drink, it should do that they are thirsty». The company of mattresses Pikolín became famous for selling the idea of the "rest" instead of mattresses. A company of soap does not sell soap, sells beauty, cleanliness... A publishing company does not sell role and dyes, sells idyll, ventures, culture...

The big companies have always insisted on the sale of the benefits that his products offer, and this is what they sell: the result of using his products. If the seller argues thus, it will achieve many other sales.

6.4. How to present the benefits or advantages?

The first thing that the seller has to do or according to the case the marketing department is to transform characteristics into benefits or advantages. For it, it will prepare a «profile of the product», listing all the characteristics related with: the company, the product, and even the seller, and once this characteristics relation is had, to think, one for one, about the utility that they will bring to the potential client. Let's see a few examples on characteristics of a company that give like turned out a few benefits or advantages:

It is necessary to bear in mind that a characteristic or quality can give place to several benefits relative to economy, serviceability, safety, etc. It is very important to present the benefits that allude to the specific needs of every client or to his motivations or desires, since if a wrong benefit appears before him it will lose interest. It is not necessary to limit to presenting the product, but it is necessary the same way to present solutions to the problems of the buyers.