By George Kittredge
WMEBooks.com
© 2005
If your prospect doesn't ask you this question
outright, you can be sure that it is what he or she is thinking.
How well you answer it will determine whether someone buys your
products and services or not. Is there a way you can ensure that
your sales presentation never overlooks this key-buying question?
Yes there is.
A number of years ago, I learned an exceptionally
effective way to present to potential buyers why they should buy
my product. I learned how to explain my message in terms they
could really understand, and once I began using it, my customer
success rate increased significantly. I have never stopped using
it.
It's called "Features, Advantages and Benefits"
or FABs for short. Whether your selling a million dollar piece
of equipment or a $3.00 screwdriver, whether your promoting a
subscription series or an accounting service, there is simply
no better way to communicate your message than by presenting the
features, advantages and benefits of what you are selling.
The idea of using FABs to explain products and
services is certainly not new. But I am continually surprised
at how few people use it to its fullest potential. If you have
never used FABs, I urge you to try it. Here's how it works.
As a first step, I'd like you to think of your
product or service in terms of what features, advantages and benefits
it brings to your customer. A feature is defined as one of the
characteristics or qualities your product or service possesses.
Perhaps it's the choice of colors your product comes in, or the
strength of the material, or service warrantee. Quite likely you
may be able to identify many features for a single product.
The advantage is how each of the product's features
work (to your customer's advantage). And the benefit is the positive
result your customer will gain from each feature and advantage.
If I were expressing an FAB to a customer, I
might say something like this:
"Mr. Customer, one of the features of (my
product) is… Here's how that feature works for you…
And as a result, you will gain this (benefit).
Let me give you an example. Let's assume you
own and run a landscaping business and you are trying to sell
your services to redesign a backyard garden and patio area for
Ms. Jones, a homeowner. Your service might possess this FAB, and
you might express it this way.
"Ms. Jones, one of the features of our service
is our "Program Diagram Analysis". (Note: it's a good
idea to give your feature a name - it makes it easier to remember).
Here's how the Program Analysis works. After discussing all of
your landscaping objectives, comparing alternatives, identifying
materials, plantings and design and completing a visual survey
of the area with you, we develop a three-dimensional landscape
drawing that includes all of the elements you are looking for.
As a result, you will see an excellent picture of what the completed
landscape will look like even before we begin the project."
Very often, a feature/advantage can provide more
than one benefit.
"And Ms. Jones, a second benefit is that
the Program Diagram Analysis will enable you to make early modifications
to the plan if you wish, which can mean cost savings versus having
to make changes once the project is underway. Other customers
have really appreciated seeing the end picture at the start of
the project rather than having to just visualize the end result
in their minds."
How about a second FAB for the same service?
"Ms. Jones, a second feature of our service
is our no-cost, 30-day post project survey. Approximately 30 days
after the completion of the work, we will return to do a post-landscape
analysis and review with you any plant, lawn or structural maintenance
program needed on an on-going basis. And as a result, whether
you or we are performing any follow-up maintenance, you can be
confident that any questions or concerns you have will be completely
answered.
Features, advantages, benefits. There is no doubt
that this is the best way to present your products and services.
FABs that make it easier for your customers to say yes to your
proposals.
I hope you agree.
