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Making Conversations about features and benefits Count – for better sales success

  1. Making Conversations about features and benefits Count - for better sales success Wendy Harris (Conversations Coach) 34:30

Offering the right messaging to our would-be customers

In this episode, host Wendy Harris is joined by long time networking pal Jane Pallister.

Jane will be sharing her expertise and experiences in sales and marketing and will take us on a journey through her 23 years of business experience, from her early days in radio to her successful career as a sales consultant.

“Having that knowledge of the other person, the potential customer, means we can start matching our products and services with their needs. Because everything you do there’s one of two things it either provides a gain or solves the pain. That’s what we’re selling, really…”Jane Pallister, Making Conversations Count – August 2023 

Building relationships and achieving success

With her expertise in curriculum development and her involvement with esteemed universities and business schools, Jane has crafted a blueprint for success.

She shares her experiences in creating a core growth action plan for the renowned Help to Grow management program, which earned the approval of Rishi Sunak. 

We’ll delve into the importance of making conversations about features and benefits count in business and how structures and frameworks can facilitate those crucial discussions about products and services.

Jane will discuss her own creation, the FABTECA theory, which provides a clear understanding of the differences between features, advantages, and benefits.

As we know, Wendy has her own framework –  “the four R formula” for achieving results.

But it’s not just about sales and marketing.

Jane’s work extends beyond the business world.

During the ongoing pandemic, she has dedicated herself to helping businesses navigate these challenging times.

We’ll hear about her experiences, the impact she made on others, and how she managed to stay afloat when the funding for her programs disappeared.

So, whether you’re a business owner looking to improve your sales techniques, an aspiring entrepreneur seeking guidance, or simply someone interested in the power of conversations, this is an episode you won’t want to miss.

Get ready to learn, be inspired, and make your conversations count with Jane Pallister and the story of FABTECA on “Making Conversations Count”!

The power of structures

Explore the significance of structures in facilitating meaningful conversations about products and services.

Learn how these frameworks provide reassurance, build customer confidence, and ultimately lead to successful sales.

Jane has honed her skills over her 23 years in business and sales, and she presents compelling insights on the value and criticality of structures, particularly in her domain of FABTECA. 

Enjoying sales excellence

We’re going to learn how Jane’s rich experience in sales began even before her 23 years in business.

Explore her insights into the art of conversation, the significance of active listening, and the power of identifying customers’ needs before presenting features and benefits.

Discover how she incorporates the FABTECA theory in her own business operations, which provides valuable clarity around the distinction between features and benefits.

Prepare to be inspired and motivated by Jane’s journey towards sales excellence.

Timestamped summary of topics

00:01:48 FABTECA explained 00:09:30 Suitcase example 00:14:06 Under promise, over deliver to build loyalty 00:16:21 Model for productive conversations 00:19:27 Jane’s 20-year radio career 00:31:14 Proudly helped businesses during the Pandemic 00:33:37 Selling that pen, flight bag and features

  What Is Making Conversations Count?

“Making Conversations Count” is a podcast from Growth Communication Coach & Trainer Wendy Harris who has been picking up the phone for 35+ years.

In old money she would be called a Telemarketing Consultant.

In these modern times people prefer Social Selling Trainer.

In the Making Conversations Count podcast, Wendy shares how to use conversation to build relationships in business.

Missed our previous episodes?

You can catch up with any of the other guests we’ve been making conversations count with, here:


Wendy Harris Making Conversations Count Podcast

What can I tell you about me?! I'm very good at getting other people to talk about themselves. Having been in the sales arena for over 3 decades, my skillset has developed to enable others to introduce their services to other businesses. Talking about myself always feels odd.

But here goes. I've made over 2 million phone calls in my career, helped 1000's people pick up the phone and have better conversations which has leaked into life in general, I've created billions of £££'s in opportunities to do business.

I love nothing more than listening to other people's stories and gently guiding people to share their insights with others.

Whenever I'm in training it's always interactive and fun. I truly believe we learn by being involved.

It's why I started my podcast, to share these stories and be helpful to the business community. I also wrote a book with many of my training exercises in it for those starting out as the demands of your cash flow when you get going mean there's often a wheel not oiled as it should be.

For me, conversations is where it all happens.

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