2. INTRODUCTION
FAB is important because it helps determine which
advantages and benefits are of most importance to the
customer. One outstanding advantage of the FAB
selling technique over the other models, such as the
marketing mix, is focusing on what the customer
wants. Once business operators have this information,
they can consolidate their marketing focus on
explaining that their products can deliver the needed
advantages and benefits the customers are looking for.
It is also a tool to gain a competitive advantage in the
market.
3. ELEMENTS OF FABING
The FAB selling technique has three main elements that enable business owners
to look at their products and services from three angles
Features- Refer to the facts about a particular product. The selling
feature of a product is used to generate its advantages.
Advantages- These are the probable advantages a consumer will gain
from using a company's products or services.
Benefits- Refer to the customer's benefits from purchasing a product
or service.
4. FEATURES
Refer to the facts about a particular product. The selling feature of a product is
used to generate its advantages.
Features are the most specific sections to identify in a Features, Advantages, and
Benefits (FAB) selling technique.
The feature of feature-benefit selling focuses on the characteristics of the
product.
The most challenging aspect of features is how they actualize into eventual
benefits to the user. For this reason, it is essential first to understand the benefits
a consumer receives from a product because, ultimately, the benefits, rather than
features, drive the decision to purchase a product or service. This is where the
product or service might be favorable compared to a competitor's.
5. ADVANTAGES
These are the probable advantages a consumer will gain from using a company's
products or services.
The advantage is the factor that makes a product better than the competitors’. It
is what the feature does, i.e., the product’s positives.
The advantages are descriptive and factual and don’t tell how the product will
impact users lives. For instance, a big-sized product might be advantageous to a
customer interested in buying something that’ll fit an ample space. This feature
can negatively affect other customers who prefer a small size.
The advantage of a product is a detailed description of its features. It provides the
prospect with a deeper understanding of the product’s features.
Advantages are circumstances and conditions that put a product in a superior or
favorable position to others. The selling starts here; the journey of taking
prospects through their purchase decision.
6. BENEFITS
FAB's benefit tool promises to save a customer time or money.
The benefits of the Features, Advantages, and Benefits technique detail a
customer's benefits from purchasing an item or service. This component asks the
question: What does this product feature mean for me? The answer to this
question is given in the benefits of the FAB technique of that product.
Feature-benefit selling concerns the advantage a product may offer a consumer,
so consumers may eventually prefer using a specific product.
The benefit is critical because it provides the emotional link that a service or
product provider can leverage in assisting the user in imagining the positive
aspects of using their product.
7. EXAMPLES HOW FABING CAN BE USED IN THE
PHARMACEUTICAL SALES PROCESS:
Feature: "Our drug is an oral tablet that is taken once a day.“
Advantage: "This means that patients only need to take one pill per
day, making it more convenient than other drugs that require multiple
doses."
Benefit: "By taking our drug once a day, patients are more likely to
remember to take their medication consistently, which can improve
treatment outcomes and reduce the risk of complications."
8. EXAMPLES HOW FABING CAN BE USED IN THE
PHARMACEUTICAL SALES PROCESS:
Feature: "Our drug has been clinically proven to reduce the severity
and duration of symptoms in patients with moderate to severe asthma."
Advantage: "This means that patients who take our drug are likely to
experience fewer asthma attacks and have an easier time breathing."
Benefit: "By reducing the frequency and severity of asthma symptoms,
our drug can help patients lead a more normal, active life, and reduce
the need for hospitalization or emergency care."
9. QUIZ
The medication is an oral tablet taken once a day. The medication is FDA-approved
and has been clinically tested.
The medication has been shown to lower blood sugar levels in patients with type 2
diabetes. The medication has a low risk of hypoglycemia compared to other
diabetes medications. The medication can be taken with or without food, providing
flexibility for patients.
By lowering blood sugar levels, the medication can help reduce the risk of long-
term complications of diabetes, such as heart disease, kidney failure, and nerve
damage
Q. Which of the following is the Benefit of the product?
1.
2.
3.
