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Fab Technique: Feature

The FAB technique is an effective sales methodology that involves explaining the features, advantages, and benefits of a product or service. Features are distinctive attributes, advantages explain how features provide value, and benefits are how the customer is positively impacted. For complex offerings, clearly connecting each part helps customers understand an offering's value. This technique can be applied across sales, marketing, and communications to improve understanding for buyers.

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127 views2 pages

Fab Technique: Feature

The FAB technique is an effective sales methodology that involves explaining the features, advantages, and benefits of a product or service. Features are distinctive attributes, advantages explain how features provide value, and benefits are how the customer is positively impacted. For complex offerings, clearly connecting each part helps customers understand an offering's value. This technique can be applied across sales, marketing, and communications to improve understanding for buyers.

Uploaded by

AKRITI NAYAK
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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FAB TECHNIQUE

Perhaps the simplest and yet most effective sales methodology is the FAB technique. It can be used in
almost any sales environment; retail, B2B and B2C sales. There are many sales methods and techniques
available but this is perhaps the best for more mastering technical sales or when you have a complex
product or service. It is ideal for any situation where the end benefit is not clear or there are multiple
features and benefits. This method can also be used in almost all marketing communications and as part
of the entire sales and marketing strategy, not just for FAB selling.

Most people know product features and benefits but it is worth understanding what they are before we
introduce the advantage into this sales methodology.

FEATURE

A feature is a distinctive attribute or aspect of something. It is easy to understand a feature when we


examine a particular product feature example. Let’s take a digital camera. It may have many features
such as a single lens reflex, 18-135mm zoom lens and be 24 megapixel. If you are into photography
these features are well known however if you are new to the market then they require explanation.
Most people will be new to your company or product thus for most people they will not know or
understand the basic features that you have and why they are important, therefore they need to know
the benefit.

ADVANTAGE

An advantage is to put something in a favorable or superior position. The advantage helps us understand
how we get from the feature to the benefit. It is the connect in between the features and benefits. So
the advantage of a camera having 24 megapixel means that you have a larger number of dots per area
meaning you a capturing more of the image. This make the image sharper and enables you to enlarge
the image without losing quality. The advantage of a 35 - 200mm leans is to enable you to zoom in or
out using the one lens, enabling good shots to be take in a variety of situations, thus making the camera
more flexible.

BENEFIT

The benefit is how the feature helps the customer. The benefit is what the feature can do for you. So if
we consider our feature example of 24 megapixel then we can explain several benefits to the person
taking photographs including a sharper image, ability to enlarge without losing quality, a better quality
image overall. If we take the 18-135mm zoom, benefits include a greater flexibility in when taking family
shots, the convenience of not having to change lenses for different shots.

The benefits are derived from the features but as you might pick up from the benefits examples, there is
a missing link. If I didn't know anything about photography then I wouldn't understand how you go from
24 megapixel to a sharper image, or 18-135mm to greater flexibility. There needs to be an explanation
of how you get from one to the other. This is the part we often miss when selling something that we
ourselves know very well and this is why the FAB selling technique is a great tool to use. We assume that
people make the link but often they do not, and it leaves them not truly undertanding or truly believing
what we are telling them. Therefore we need the advantage.
So combining features advantages and benefits provides clearer communication and understanding. It
then aids the memory of the prospective buyer because they understand how the benefit is derived.
This is especially important for complex technical sales, selling professional services which are not well
known or for selling your competitive advantage. It can then be worked into sales presentations, sales
scripts and certainly into all marketing communication materials.

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