F: product features (attributes)
A: Product features (functions)
B: product advantages (benefits)
From features to features to product advantages, this is the sales method of FAB.
First, too much emphasis on product attributes.
In the process of communication, primary sales focus on product attributes, such as what material is the wood of the table, where the wood of this material comes from, how good the wood is, and so on. However, many professional contents are tantamount to gobbledygook for buyers, and customers often think that the products are too complicated and give up buying.
Second, confuse roles and interests.
The function of the product is inherent in the product itself. No matter who buys this product, its function is fixed. But the benefits are concrete, and different people get different benefits. For example, to buy a table, which is also portable and cheap, for small restaurants, they value the price, so the introduction of products can not explain all the functions, but emphasize the cheap price, which can save more costs for small restaurants and reduce the replacement cost, because for them, portable tables are no different from bulky tables; For a high-end restaurant, customers are most concerned about portability, because they have to move tables every day. Although it is a little expensive, it can reduce their subsequent workload.
Third, the premise of using efficiency.
Benefits are the benefits brought to customers, so before using FAB rules, it is necessary to understand why customers need to buy products. That is, what problems customers need products to solve, and only in this way can we really talk about the hearts of customers and bring benefits to customers.
Fourthly, the application of FAB rule skills.
For beginners, you can contact FAB according to the following ideas:
Because ... (attribute), so ... (function), which means ... (benefit to customers).