FAB

An acronym for “features, advantage, and benefits.” Sales reps use this three-part structure to communicate the value of their product and/or service, by defining its characteristics (features), the positive attributes of those features (advantages), and how they produce would enhance the customer’s life or reduce pain points (benefits).  The mistake many salespeople make is not realizing that customers don’t perceive features and advantages as benefits if they are not directly connected to a pain or challenge the customer acknowledges.