Reading task: FAB techniques

Read the document, and then answer the questions.

FAB Technique
Perhaps the simplest and yet most effective sales methodology is the FAB technique. It can be used in almost
any sales environment; retail, B2B and B2C sales. There are many sales methods and techniques available but
this is perhaps the best for more mastering technical sales or when you have a complex product or service. It is
ideal for any situation where the end benefit is not clear or there are multiple features and benefits. This
method can also be used in almost all marketing communications and as part of the entire sales and marketing
strategy, not just for FAB selling.
FEATURES ADVANTAGES BENEFITS = FAB SALES
Most people know product features and benefits but it is worth understanding what they are before we
introduce the advantage into this sales methodology.
FEATURE A feature is a distinctive attribute or aspect of something. It is easy to understand a feature when we
examine a particular product feature example. Let’s take a digital camera. It may have many features such as a
single lense reflex, 18-135mm zoom lense and be 24 megapixel. If you are into photography these features are
well known however if you are new to the market then they require explanation. Most people will be new to
your company or product thus for most people they will not know or understand the basic features that you
have and why they are important, therefore they need to know the benefit.
ADVANTAGE An advantage is to put something in a favourable or superior position. The advantage helps us
understand how we get from the feature to the benefit. It is the connections between the features and
benefits. So the advantage of a camera having 24 megapixel means that you have a larger number of dots per
area meaning a better image. This makes the image sharper and enables you to enlarge the image without
losing quality.
BENEFIT The benefit is how the feature helps the customer. The benefit is what the feature can do for you. So
if we consider our feature example of 24 megapixel then we can explain several benefits to the person taking
photographs including a sharper image, ability to enlarge without losing quality, a better quality image overall.
The benefits are derived from the features but as you might pick up from the benefits examples, there is a
missing link. If I didn't know anything about photography then I wouldn't understand how you go from 24
megapixel to a sharper image. There needs to be an explanation of how you get from one to the other.
This is the part we often miss when selling something that we ourselves know very well and this is why the FAB
selling technique is a great tool to use. We assume that people make the link but often they do not, and it
leaves them not truly understanding or truly believing what we are telling them. Therefore we need the
advantage.
So combining features advantages and benefits provides clearer communication and understanding. It then
aids the memory of the prospective buyer because they understand how the benefit is derived. This is
especially important for complex technical sales, selling professional services which are not well known or for
selling your competitive advantage.

Where can FAB technique be used?

What does FAB stand for?

Can it be used in any type of business environment?

Can it be used for any type of product?

Can it be used elsewhere than in negotiation?

How can you define a feature?

What product example is given to present FAB technique?

Why is Benefit the most important one?

Why should sales people always bear in mind the FAB technique?

What is the main advantage of using this technique?

Do you usually use this technique? Why? Why not?

What are the other techniques that you use?

Speaking: Debate about negotiating
Before we start the debate, read the following sentences, and say if you agree with them or not. Find
arguments or an example to illustrate your view.

 We negotiate in everything we do in our everyday life

 Negotiating successfully is signing the contract

 A good sales negotiator can sell any type of products

 Sales techniques, taught at IT, perfectly match reality

 Selling techniques are useful in real situations

 You can sell a product in the same way all around the world