Finishing FAB
This past weekend I was chatting with a friend who just started in the world of sales about my previous article. They had covered using FAB during their sales training, and we were talking about the application of the presentation. I asked, “How did your trainers explain the process of the presentations, and what were you trained to do after you’ve presented a Feature, Advantage and Benefit?”
For the first part of the question the response was standard, and it looked like my friend understood that Benefits were personal to the individual to whom they were presenting. The answer to the second part of the question left me a bit surprised in that it didn’t appear that they understood a clear action to take once the Benefit was presented. I then asked, “What do you think you should do?”
The response was accurate in that they said, “Well, I should probably confirm that what I’m presenting is understood in that they agree that I am delivering the Benefit via the Features and Advantages mentioned.”
This was a perfect answer! The action that should take place once you’ve presented is the simple asking of questions to ensure three things:
- Your customer understands those how those Features and Advantages benefit them individually
- The Benefits you are presenting are good enough to progress the sale
- You’ve covered everything that is important to them in their decision making process
Here are some example questions you can ask:
Clarifying Benefits
Would that benefit your situation?
Would something like this work for you?
Do you see how this would help you do/achieve X?
Will the Given Benefits Progress the Sale
Does this appear to be the type of solution you are looking for to help you do/achieve X?
Will this help you and your business?
Will these types of Benefits help you make your decision?
Covering All Points to Help Them Make Their Decision
Have I given you everything you need to make your decision?
What haven’t I covered yet that may be important to you in the decision making process?
Have I caused any confusion for you during my presentation? How can I clarify for you?
Without clarifying these things the FAB is really pointless. By asking questions you confirm that what you are presenting is actually beneficial. You also leave the customer room to mention further needs and wants to ensure you can close without any reservations from the client. They will also appreciate the fact that you are slowing down to ensure they understand, and that you are being thorough.
What other questions do you like to ask to ensure your Benefits are beneficial?
