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What's your F.A.B.?

It never fails to amaze me. I'd be in some sales seminar or workshop, copiously taking notes on techniques and considerations revolving around improving sales and out of left field comes a statement and example about the importance of stating benefits.

Now it's not the subject at hand that amazes me. It's the examples that are given. Inevitable the example has nothing to do with a benefit other than positioning the person TO benefit. Big difference.

I can't tell you how often I've been coaching someone or a group of individuals when this subject comes up. There seems to be a lot of confusion on this and embarrassingly enough, I'm positive I've contributed to it in the past.

Since my destructive days, I was fortunate to been graced with the following acronym: F.A.B. (Features, Advantages, Benefits) It's a nifty way to really keep track of the "benefit thing" and work it into your business so that you can truly make those connections that count.

Most people in business have been told about marketing that "features tell, stories sell." Strong point to consider when you're attempting to improve the old income stream. Knowing the difference between features and benefits could mean the difference between a huge inventory backlog and inventory that is moving.

A stronger point to emphasize is knowing the difference between Advantage and Benefit. Let's look at this in really simple terms:

Feature: Blue - The pen has blue ink as a feature
Advantage: Telling the difference - The use of this blue ink pen helps the users tell the difference which document is the original and which is the photo copy.
Benefit: Certainty and no confusion - I know which is which and have no confusion on this issue anymore.
Notice what's really going on here. The advantage actually "Positions" the end user to receive and experience the benefit (Benefit - desired results). The benefit itself is the emotional anchor (or hook in some circles). It puts the end user in a place where they are actually seeing, hearing or feeling the use of the product, and they LIKE it. Hence the "anchor."

Next time you are promoting your products or services you might want to consider emphasizing the story aspect. This has everything to do with positioning the end user so they are experiencing that emotional anchor long before the product or service is delivered.

The old "WIIFM" goes along way when the end user connects with the experience of your product or service. They will sell themselves if you present it right AND it's right for them.