The FAB statement is one of the most effective tools in the salesperson’s set. 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. Baker Communications President and CEO James A. Baker explains why FAB is a useful framework for getting the customer’s attention, building value, and gaining agreement on a solution.
What is a FAB?
FABs have three parts:
Feature: What it is.
Advantage: What it does.
Benefit: What it means for the customer.
How can using the FAB tool most benefit your sales process?