What is the fourth step in the 6 step sales formula?

The fourth step in the 6 step sales formula involves relating the benefits and advantages of the product or service to the customer. This step is crucial because it connects what the product offers directly to the needs and desires of the customer. By clearly articulating how the features translate into tangible benefits, sales professionals can demonstrate the value of the product. This not only helps the customer understand why they should consider the product, but also creates a stronger emotional connection to the solution being offered, which can ultimately influence their buying decision favorably.

In this step, it's important to personalize the benefits to align with the specific context and pain points of the customer, thereby reinforcing the relevance of the offering. This method not only informs the customer but also builds trust, as it shows that the salesperson has a genuine understanding of the customer's situation.