Presentation paper

FAB Exercise Instructions

Learn to structure Feature Advantage Benefit selling based on the buyers’ needs

1 Read the FAB handout

2 Study the needs and benefits coin closely

3 Watch the video: https://www.youtube.com/watch?v=0Q3yMKg2ejQ

4 Make two lists (one for features and one for advantages) based on the video. You will probably need to see the video 4-5 times

5 Use the FAB worksheet

i. Write down 3 Features with corresponding Advantages from the video ii. Next write down the Need and the Benefit that goes with each FA iii. Write in your Tie-down

a. Does that look good? b. Does that sound good? c. Does that feel right?

6 Be prepared to discuss this in our next Zoom meeting

Features, Advantages and Benefits When your customer is looking at your product or service, you must find the “deeper meaning" in the customer’s mind. This deeper meaning is the most powerful motivating influence on their buying the product. The Newbie’s Big Mistake

Newbie salespeople focus on the features of their products / services. Features are the what/how of the product. Customers don’t care about them. They want to know the benefit.

Feature Advantage Benefit Description of your product Everything is in the tech sheet It’s observable CONCRETE

Compared to the alternative The improvement/change

← logically links →

The value to the buyer How is the buyer’s life improved? Buyer is deeply motivated to commit ABSTRACT

Here’s an example from selling copiers

Feature Advantage Benefit Has a built-in scanner with email capability

Email documents to anyone directly No need to scrounge a thumb drive

How to interest customers

Customers want to know what is in it for them (WII-FM). This is the why of the buy. Benefits largely exist in the buyer’s mind. They don’t often tell a salesperson the benefit. It’s tacit and maybe even subconscious. Ben Franklin once wrote “If you would persuade, you must appeal to interest rather than to intellect. You do this because people decide emotionally and then justify it with facts. Why? Because feeling comes before thought. To win a customer over, you must guide them to that feeling when they are thinking “SO WHAT?” Never assume a customer sees the benefit of what you are talking about. Lead them to the benefit.

So What? So What?

So What? So What?

The two sides of the Coin of Desire. Needs and benefits only exist in the buyer’s mind. They never exist in the product or service.

Need

Benefit The dream

denied The dream come true

Need Feature Advantage Benefit Tie-Down