Misunderstood Activity – Sales Course : FAB Statement
One concept that is often misunderstood by my students in the Sales Course that I teach is the FAB Concept – Product Features, Product Advantages, Product Benefits. Students and many junior/newer sales professionals constantly mix up Features, Advantages and Benefits. When presenting to a potential buyer, be it Business to Business or Direct to Consumer it is critical to be able to explain the product features, the advantages of the product over a competitive product and the benefits of the product to the buyer. A FAB statement must explain the product feature, what it does (the advantage) and how that benefits the prospective client. There is a fair bit of work in this course all building up to a formal/live sales presentation incorporating clear product features, advantages and benefits. To illustrate the difference between Feature, Advantage and Benefit, I always share multiple examples of FAB statements to ensure a better understanding of the concept.
Example: “Our sleeping bags have a 1 inch layer of insulation (product feature – what it is) on them. This helps to retain body heat on cold nights. You will be warm all night (product advantage). Which means that you will get a great sleep and be well rested for the next day of your camping trip. (product benefit)
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