Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

F.A.B!What makes a customer buy?

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

FAB: Features Advantages BenefitsFAB is a useful method to get to the

core of what makes a product sell“F” Features: the tech specs – what’s in the

box

“A” Advantages: what it does better than the competition

“B” Benefits: How it relieves a problem or fulfills a desire for the customer – this is always associated with creating positive feelings or relief to a customer

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Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

FAB: Features Advantages BenefitsFAB is a useful method to get to the

core of what makes a product sell“F” Features:

these just tell a customer dry facts – useful if the customer has a specific technical need for example: • 220-240V electricity • Contains Peanuts or traces of nuts – Allergy warningNot all customers will look at tech specs and certainly, tech specs will only play a minor role in decision making when comparing offers.

In some cases, tech specs may be identical across the products offered, so they do not help the decision at all 3

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

FAB: Features Advantages BenefitsFAB is a useful method to get to the

core of what makes a product sell

“A” Advantages: Here you can start to say what makes your Tech Specs (Features) better than the others – e.g. • Grounded 3-pin 220-240V Plug • Guaranteed FREE from all traces of nuts!This can start to narrow down a customers selection and start to get them thinking about what makes your product a better choice Now if you word these advantages well, you can have them recognize the BENEFITS at the same time…

4

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

FAB: Features Advantages BenefitsFAB is a useful method to get to the core of

what makes a product sell

“B” Benefits: ALL of us make our buying decisions based on emotions whether they are positive or negative emotions.For example safety products can be sold by playing on people’s fears and then presenting your solution to their fears – you raise their negative emotion then calm them by presenting your solution to being safe:“This Hurricane Season don’t risk losing everything you’ve worked so hard to acquire! Gold Trust Disaster Insurance keeps you and your family safe! You get Industry Award winning coverage for losses due to storms and natural disasters! Affordable rates, no deductible– sign up now!” 5

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

FAB: Features Advantages BenefitsBreaking Down Gold Trust Insurance

“F” Features: “Disaster Insurance, No deductible, affordable rates”

“A” Advantages: what it does better than the competition “Industry Award winning coverage”

“B” Benefits: How it relieves a problem or fulfills a desire for the customer “keeps you and your family safe!”

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Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

FeaturesTech Specs – what

it is and does

Advantages What the tech

specs do better

Benefits the feel-good that makes the customer buy

•400W power•Choice of 2 speeds

•Detachable stainless steel mixer

•0.5l chopper•Balloon whisk•0.7l beaker•Matt black finish

• More powerful• Flexibility• Durable• Accommodates

varied needs• Appealing –

‘suits many decors’ finish

• Eases workload• Timesaving• Is reliable

(won’t break)• Less clutter• Stylish

Example FAB Russell Hobs 3 in1 Hand Blender

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

FeaturesTech Specs – what it

is and does

Advantages What the tech

specs do better

Benefits the feel-good that

makes the customer buy

•100% Cotton•3 Main sections•Zippered pockets – 2 outside & 3 inside

•Double stitched seams

•Fade-resistant fashion colours

•Natural •Flexible •Accommodates varied needs

•Durable•Appealing – fashionable colours

•Eco-conscious•Reduces mess - helps organize

•Safety – zippered pockets

•Good investment (durable)

•Stylish / fashionable

Example FAB: Lala’s Handmade Bags

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

Do YOU think of FAB when you are designing

your products?

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

F A B

FAB for YOUChoose your BEST product and list its FAB,

then choose a competitors and list their FAB

Author:Finola Jennings Clark

for the Cultural Development

Foundation, Saint Lucia

cdfstlucia.org

Once you have grasped the idea of F.A.B

You can now start to create your “Value Proposition”

or“Unique Selling Proposition”

(USP)