How can you highlight your value proposition using the FAB technique?

1 What are features, advantages, and benefits?

Features are the attributes or characteristics of your product or service, such as size, color, speed, quality, or price. Advantages are the positive outcomes or results that your product or service can deliver, such as saving time, money, or hassle, increasing productivity, efficiency, or satisfaction, or reducing risk, error, or waste. Benefits are the emotional or personal rewards that your product or service can provide, such as peace of mind, confidence, happiness, or security. Benefits are what your prospect really cares about and what motivates them to buy.

2 How to identify your FAB elements

To identify your FAB elements, you need to research the prospect and their situation to determine their pain points, goals, challenges, or opportunities and how your product or service can address them. Then, list the features, advantages, and benefits that match their needs and wants. For example, if you're selling a cloud-based accounting software, some of the FAB elements may include an easy-to-use interface that simplifies bookkeeping and invoicing tasks to save time and reduce stress; secure data storage that protects financial information and complies with regulations to enhance trust and reputation; and an affordable monthly subscription that fits any budget and scales with business growth to offer value and flexibility.

3 How to structure your FAB pitch

To structure your FAB pitch, you need to follow a logical and persuasive sequence that connects your features, advantages, and benefits to your prospect's situation and emotions. A simple formula is to start with a question or statement related to the prospect's problem, need, or desire. Then introduce the feature and explain how it works or what it does. Link the feature to the advantage and show how it can help the prospect achieve their goal or overcome their challenge. Tie the advantage to the benefit and emphasize how it can make them feel or what it can mean for them. Finally, end with a call to action that invites them to take the next step or ask for more information. For example, using cloud-based accounting software, your FAB pitch might sound like this: "Are you looking for a way to simplify your accounting and invoicing processes? Our cloud-based software has an easy-to-use interface that lets you manage your finances with just a few clicks. This means you can save time and hassle on bookkeeping and invoicing tasks, and focus on your core business activities. Imagine how much stress you can reduce and how much satisfaction you can gain from having more control and visibility over your cash flow. If you're interested in trying our software for free for 30 days, just reply to this email and I'll send you a link to sign up."

4 How to deliver your FAB pitch

To deliver your FAB pitch effectively, you need to consider your tone, timing, and feedback. A confident and friendly tone that conveys enthusiasm and credibility is essential. Additionally, be mindful of when to deliver your FAB pitch - too soon or too late can be detrimental. Finally, it is important to ask for feedback and listen to your prospect's responses. Address any objections, questions, or concerns they might have, and use testimonials, case studies, or guarantees to reinforce your value proposition.

5 How to practice your FAB pitch

To master your FAB pitch, review your FAB elements to make sure they are relevant, specific, and compelling for your prospect. Refine your script and ensure it flows logically and smoothly. Rehearse your delivery to sound natural and conversational. By utilizing the FAB technique, you can emphasize your value proposition and demonstrate how your product or service can benefit them. This could help increase the likelihood of a positive response and progress towards a sale. Give it a try and observe the results!