FAB Analysis

Have you completed a FAB analysis (Features, Advantages & Benefits) for your
products or services?
A. No. We dont know how to do a FAB analysis.
B. We have occasionally considered some aspects of FAB analysis.
C. We have partially completed a FAB analysis for selected products or services.
D. We have completed a FAB analysis for our main products and services, and
we strive to consistently sell benefits.
E. We have documented a comprehensive FAB analysis for all our products and
services, and we consistently sell benefits.
[Score: A=0, B=1, C=2, D=3 & E=4]

Why is this question important?

A FAB analysis will highlight the thing or idea most important to the customer
what is in it for them.

At the end of the day, customers make decisions for their own reasons, not for
your reasons.

FAB
In the FAB acronym, the letters represent the following ideas:

F = Features.
What are the main features of your product and what is it designed to do?

A = Advantages.
What will your product do to solve your prospects problems?

B = Benefits.
How will your product help people gain or avoid problems in the future?
Features, Advantages and Benefits Analysis (FAB) A FAB analysis explores the
features, advantages, and benefits of a product or service offering.

Each has its own set of attributes and traits, which differ depending on the
product / service and the customer you are selling to.

For example:

Features what products have (e.g. stainless steel part)

Advantages what features do (e.g. lasts longer)
Benefits what those features and advantages mean (e.g. fewer
breakdowns and lower repair bills)
What does FAB Analysis achieve?
A FAB analysis will enable you to bridge the gap between the salesperson point
of view to that of the customers point of view. By communicating what benefits
really mean to your customer, lends credence, relevancy, meaning and power to
the benefits. It brings your benefits to life:

distinguish between feature of a product / service versus benefits to be

received from a feature
reflect on deeper meanings of products and services which may reside in
the mind of customer
consider which is the most powerful motivating influence on sales a feature
or a benefit
it helps you focus your presentation to what is most important to the
customer
it helps you process your ideas and point of view and connect them with the
customers point of view
Three things to remember when doing a FAB analysis
Features
These identify those criteria that can be specified for a product or service such as
its power rating, its performance, its size, its shade etc. These are important
points but only partly influence the sale. This answers the question what is it?

Advantages
The advantages focus on what it is the product or service does. These identify
what the product / service does for an individual or organization such as making
things simpler, increasing status, enabling more tasks to be completed in a
day. These start to directly impact the end user and often they have an
emotional context.

Benefits
What is in it for the customer? Wherever possible these should be measured in
time or money e.g. costs less to use, reduces power consumption reducing your
electricity bills, takes half the time freeing you up for other activities. This is
where you directly identify what an end user will get from your product or
service in savings of time or money.

It is important to identify true benefits for your products / services which is not
always easy. Constantly think in terms of time or money and determine what
your solution contributes to an organization or individual in this area.