The secret of the FAB Technique

by Adam Basheer, on 25-Aug-2023 13:08:02


FAB = Feature Advantage Benefit

You may have already heard of features and benefits, however, did you know that it is the advantage that provides the link between the two? This is an often overlooked part of the sales and marketing process.

The terms "feature", "advantage" and "benefit" are used to guide service and product descriptions to highlight different aspects. An everyday example is used to explain the details below.

Here is how they differ:

1. Feature

A feature is a characteristic or functionality of a product or service. It's a specific aspect the product offers, often describing what it can do or how it's designed. Features are the tangible attributes that set a product apart from others and provide a basis for comparison.

For example, if we're talking about a smartphone, features might include:

  • High-resolution camera
  • Fingerprint sensor
  • Water-resistant design

2. Advantage

An advantage is a favourable or beneficial aspect that a feature provides. It is a method of explaining why a particular feature matters and how it can be useful to the user. Advantages highlight the positive impact of a feature on the user's experience or needs.

Continuing with the smartphone example, the advantages of the mentioned features could be:

  • High-resolution camera advantage: Capture clear and detailed photos that capture memorable moments with exceptional quality.
  • Fingerprint sensor advantage: Enhance security by quickly and conveniently unlocking your phone with a touch of your finger.
  • Water-resistant design advantage: Feel confident using your phone in various environments without worrying about water damage.

3. Benefit

A benefit is the value or result that the user gains from the advantages provided by a product's feature. It's the positive outcome or improvement that the user experiences from using the product. Benefits are often tied to addressing specific needs, solving problems, or fulfilling desires.

Expanding on the smartphone example, the benefits of the mentioned advantages could be:

  • High-resolution camera benefit: Preserve precious memories in stunning detail, making every photo a cherished keepsake.
  • Fingerprint sensor benefit: Save time and ensure your personal information is secure by effortlessly unlocking your phone with your fingerprint.
  • Water-resistant design benefit: Enjoy peace of mind knowing your phone can withstand accidental spills and splashes, keeping your device functional and reliable.

In summary, features are the specific characteristics of a product, advantages explain why those features matter and benefits describe the positive outcomes or improvements that users gain from the advantages.

When marketing a product or service, it's essential to communicate not only the features but also the advantages and benefits to convey its value to potential customers effectively.

For further assistance please contact Fit 4 Market.

 FAB Technique Guide


Topics:FAB TechniquesSales MethodologySales Strategies