Do you want to increase your sales and acquire new clients? Of course, you do.
Learning effective sales techniques will help you make money and boost your sales. In this article, I want to focus on FAB, one of the simplest and most powerful sales techniques.
FAB is an acronym that stands for:
- Features
- Advantages
- Benefits
A feature is a characteristic of what you are selling: color, size, shape, etc. An advantage describes what a feature does and how it works. A benefit describes what needs are met by the features and advantages of your product or service. Some benefits might be saving time and money, ease of use, safety, or increasing profit.
Remember, people buy benefits, not features. So, if you only state the features of a product and forget to underline the benefits, you will not convince anybody. One of the oldest sayings in marketing is: “Customers want ¼-inch holes, not ¼-inch drills.”
To demonstrate the difference between benefits and features, let’s examine some practical examples of the FAB sales technique:
F: Andrea Miriello is an industrial and organizational psychologist specializing in marketing and sales.
A: He deals with:
• developing effective marketing plans and sales strategies
• training salespeople to develop their communication and sales skills
• head-hunting and recruiting talented sales professionals.
B: Andrea Miriello helps his clients make more money, boost sales, and increase their clients’ portfolios.
F: Company ABC is an international recruitment company.
A: It has millions of candidates from all over the world in its database.
B: We will help you save time and quickly hire the best people wherever you want in the world.
F: The article about the FAB sales method is a concise and practical guide.
A: It explains this sales technique with simple words and concrete examples.
B: You can immediately apply it and increase your sales.
You can also use FAB in dating.
F: I am a romantic person.
A: I like preparing fantastic dinners by the sea with candles and classical music in the background.
B: My partner feels special and important. She is the center of my universe.
Conclusion
FAB is a simple and effective sales technique that you can use to increase sales and make more money.
Describe the features of a product or service, its advantages, and benefits. Remember to emphasize benefits: the needs your product or service will meet.
Andrea Miriello
Business Psychologist