Features answer the question – what is it? Benefits answer the question – what’s in it for me? - Tim Abbott
FAB is a selling technique in which the seller ties every feature with an advantage or a benefit that the customer wants, needs or thinks is desirable.
WHO SHOULD ATTEND
All sales and marketing staff
Small business owners
Entrepreneurs
HOW YOU WILL BENEFIT
Learn to distinguish between features, advantages and benefits
Consider which is the most powerful motivating influence on sales – a feature or a benefit
Develop a comprehensive understanding of methods and techniques to use to increase sales
Learn how to communicate this information effectively to your customers so they identify how it will improve their problem /situation
Learn how to critically evaluate information and how to use science and technology when sourcing and describing product FABs
WHAT WILL BE COVERED
Understanding features, advantages and benefits and the importance of identifying FABs in relation to marketing and selling activities
Identifying FABs of different products and services and the benefits derived from each feature and advantage
Complex technical features – when experts need to be consulted - explore the importance of establishing the correct technical facts about products
The importance of recording FABs and the methods used
How to develop a compelling “pitch” by including FABs in a structured and persuasive sales negotiation - communicating FABs to prospects or customers
Learn how to match product and service benefits to consumer needs as a method to identify likely target markets
Official course name:
Describe features, advantages and benefits of products and services