FAB's, USP's and UPB's (Features Advantages Benefits, Unique Selling Propositions/Points, and Unique Perceived Benefits)
The product offer, or sales proposition, is how the product or service is described and promoted to the customer. The product offer is what the sales person uses to attract attention and interest in verbal and written introductions to prospects - so it has to be concise and quick - remember that attention needs to be grabbed in less than five seconds. It's also used by the selling company in its various advertising and promotional material aimed at the target market. Traditionally the selling company's marketing department would formulate the product offer, but nowadays the sales person greatly improves his selling effectiveness if he able to refine and adapt the product offer (not the specification) for targeted sectors and individual major prospects.
Developing and tailoring a product offer, or proposition, is a vital part of the selling process, and the approach to this has changed over the years.
FAB's
The technique of linking features, advantages, and benefits (FAB's) was developed in the 1960's and it remains an important basic concept for successful selling and sales training. FAB's were traditionally identified and by the company and handed by the training department to the sales people, who rarely thought much about developing them.
Here is the principle of using Features, Advantages, Benefits:
Customers don't buy features, they don't even buy the advantages - what they buy is what the product's features and advantages will do for them, which in selling parlance is called the benefit.
For example: A TV might have the feature of internet connectivity and a remote control qwerty keyboard; the advantage is that the custome ...