Fabulous FABs

 

One of the most effective tools in the salesperson’s set is the FAB statement. However, this tool is often misused because salespeople fail to consider the perspective and needs of the customer, focusing instead on the product or service being sold.

What is a FAB?

FABs have three parts:

• Feature:  What it is.
• Advantage:  What it does.
• Benefit:  What it means for the customer.

This is a useful framework for getting the customer’s attention, building value, and gaining agreement on a solution.

Why FABs Work

FABs can be extremely effective in the selling process when used correctly. According to Josh Gordon, “It is inappropriate to leave a client with the responsibility to translate the value you’re portraying to them into their own terms. If you present your case and don’t do the translation work, you’ve missed 70% of your job.”

It is not adequate simply to state the product’s features and capabilities, because the customer is focused on one thing: his own priorities. He is looking for specific solutions or benefits that resolve the gaps in his business. The key question he wants answered is: “WHAT’S IN IT FOR ME?”

If you don’t clarify exactly how the customer and his business will benefit, you are leaving your customer stranded. This is your area of expertise; don’t expect him to make the link between your product or service and his business goals. 

For your FAB to be effective, you must state the benefits to the customer in quantifiable terms that meet your customer’s explicit needs. Neil Rackman defines an explicit need as a “specific statement of a want or desire that the seller’s product can satisfy.” Does your customer want to reduce their overhead by 10% in the next year? Does he need faster delivery times to prevent delays? Unconver this information, and you will have insight into how you can help. Show them what their ROI in your product will be by using a FAB. The benefit is the bridge that connects the customer’s needs to our solution.

The Problem with FABs

Most people in sales and marketing have a basic understanding of FABs. However, this general understanding seems to be just sufficient to make it difficult to separate one company from another. When similar products are being compared, competitors’ FABs tend to sound identical.

Using generic FABS which do not differentiate your sales offerings does not help the customer when they try to compare your products and services to their own needs, or to competitive offerings. They need better information in order to make an effective choice of suppliers.

Defining Your Advantage

After defining the customer’s business situation, examine your company’s ability to close the gaps. The unique benefits you uncover represent the ability of your company to do more than the competition, or to do it better. It is what you have that your competitors don’t.   What is the critical difference between you and the competitors? Try to clearly define your competitive advantage. Do you have superior resources, superior skills, superior controls? Is your company’s safety record better, your personnel better trained, your customer satisfaction rating higher?  

Using FABs

Determining your customer’s explicit needs and formulating effective, unique benefit statements are critical tools in creating value. FAB statements should focus on “what’s in it for the customer.” By properly using FABs, you can become a consultant to your customer, forming a partnership in satisfying his needs. 

Baker Communications offers leading edge training solutions for sales makers and sales managers that will help you address the goals and achieve the outcomes addressed in this article. For more information about how your organization can achieve immediate and lasting behavior change that will uncover new opportunities, drive revenue, and boost your bottom line, click here.

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