A simple presentation describing FAB - Feature/Advantage & Benefit and how should it be used as an effective sales tool.

1. FAB – An Introduction
Presented by [Manish Nautiyal]

2. The most asked and most
important question.
W
I
I
F
M
What’s
In
It
For
Me?

3. The most effective method to
answer.
F A B
Features – Advantage – Benefit

4. Features
Features are a factual attribute of your product
or service.
Examples:
• Samsung Galaxy Note – “This stylish smart phone
comes with a Super AMOLED display,”
• Blackberry Bold – “Its a business smart phone with
a world-class qwerty keypad,”
F

5. Advantage
Advantages are a positive description of what
the feature means and are the link through to
benefits. Such as,
• “which makes the display 5x brighter and clearer
than ever before….”
• “and it’s great for typing your messages, replying
emails and for your chatting too,”
A

6. Benefits!
Benefits are what the advantages mean to the
prospective customer and explain the WIIFM
factor. This is the return or value that the product or
services provides.
• “so that you enjoy an amazing multimedia and
gaming experience to have loads of fun!”
• “which lets you easily manage your work and fun
with friends together on the go!”
B

7. Getting FAB right.
There are four steps:
1. Identify the important features of your product or
service
2. For each feature identify one or more advantages
3.For each advantage identify one or more benefits
4. Put the features, advantages and benefits together in
compelling statements and practice using them. Try
them in the FAB order and then reverse going from
benefit through "because" to the advantage and
feature.

8. Getting FAB right.
Example:
“This computer will make a huge improvement to your
productivity (benefit) because it is one hundred times
faster than your existing PC ( advantage) thanks to the
XYZ rocket 7 (feature) which is the very latest on the
market (feature).”

9. The Balance
1. What If You Only Sell Features?
The pitch is not relevant – No motivation.
2. What If You Only Sell Benefits?
The pitch lacks substance – Its just a claim.
3. What If You Sell On Features & Advantages?
The pitch lacks personalization!

10. Summary:
“FAB method is the way the answer to the everlasting
question – WIIFM and hence it helps the customer to
decide and to crack sales. ”

11. ?

12. Thank you!!