Marketing - The FABs of Products and Services

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

You can view all our courses HERE