What's your F.A.B.?
It never fails to amaze me. I'd be in some sales seminar or workshop, copiously taking notes on techniques and considerations revolving around improving sales and out of left field comes a statement and example about the importance of stating benefits.
Now it's not the subject at hand that amazes me. It's the examples that are given. Inevitable the example has nothing to do with a benefit other than positioning the person TO benefit. Big difference.
I can't tell you how often I've been coaching someone or a group of individuals when this subject comes up. There seems to be a lot of confusion on this and embarrassingly enough, I'm positive I've contributed to it in the past.
Since my destructive days, I was fortunate to been graced with the following acronym: F.A.B. (Features, Advantages, Benefits) It's a nifty way to really keep track of the "benefit thing" and work it into your business so that you can truly make those connections that count.
Most people in business have been told about marketing that "features tell, stories sell." Strong point to consider when you're attempting to improve the old income stream. Knowing the difference between features and benefits could mean the difference between a huge inventory backlog (the technical phrase is called "Inventory Stipation") and inventory that is moving.
A stronger point to emphasize is knowing the difference between Advantage and Benefit. Let's look at this in really simple terms:
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Do you find this concept "provoking?" Care to read more? Want to take action that will "provoke your success?" This and fifty-seven more chapters designed to provoke your success can be found here.
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Coach John S. Nagy is CEO and Lead Business Coach for Coaching for Success. Inc., a Business Coaching Service specifically designed for top level decision makers dedicated to peak performance in all facets of their activities. He's hired to focus them continuously in activities that bring higher returns on their resource use. His programs are for the seriously committed. This means having his clients work "ON" their businesses, not just "IN" it. He's a published author and a multi-degree professional with a nationwide client base. Coach Nagy can be reached through his E-mail address at his website at http://www.coach.net and by calling 813-949-0718.
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Copyright © 1999-2007 John S. Nagy
