Are you also selling the features, advantages and benefits?


Does your sales pitch have a few gaps, or do you feel like you’re not giving your product or service that you are selling enough airtime?

“Sometimes salespeople rush out to sell their product without doing the necessary homework before pitching,” says Rachel Johnson, owner of Palomino Training Solutions. “It is important for the selling and negotiating process to uncover the FAB’s of every item you are selling.”

The FAB’s are the features, advantages and benefits of a product or service. A feature is a fact about your product or service – the size, shape, colour, etc. The advantage describes what the feature does (a performance characteristic) and the benefit shows personalised value. It's as simple as that.

“People often want to know ‘what’s in it for me’ – the product’s benefits appeal to this and the so-called ‘greed motivation’,” says Johnson. "There are only three real motivations for people to buy: fear, need and greed.”

if you are obtaining a lot of price objections you are probably doing a less-than-adequate job on your features and benefits.

If you would like to learn more about improving your sales skills, join us at our upcoming 2019 public courses. They will be held on 22 October, 5 November or 13 December in Cape Town, Pretoria and Durban and the cost is R2,295 ex vat per delegate. This one-day interactive course includes modules on: essential selling skills; the Johari Window; your selling message; and much more.

This course is also available as an onsite option at your work premises throughout SA (contact us for the very competitive prices) and also as an online (e-learning) option.

“Our aim is for delegates to leave our workshops feeling inspired and motivated, with a wealth of knowledge and hands-on tools that they are able to implement immediately,” says Johnson.

Palomino Training Solutions, which was established in 2006, offers over 150 training courses ranging from telephone etiquette, public speaking and business writing to conflict resolution, recruitment & selection and supervisory skills.

For more information, contact Rachel Johnson on 082-878-1164, email [email protected] or visit