FAB Technique - SMBiT Professionals

Sales methodologies.FAB technique

FAB technique with examples.There are many different types of sales methods which can be used by well-trained sales people.However, most of your staff will not be trained sales people but they will still need to do the job ofselling the organisation. Putting together some basic selling ideas surrounding a solid methodologygenerally enables your staff to become the sales people they need to be to help accelerate yourbusiness. The simplest and most effective methodology is the FAB technique.FAB techniqueThe FAB technique is a simple but effective way to communicate (and sell) the major aspects of yourbusiness. It is a very effective tool which becomes the basis for all your communication to currentand potential customers. It is based on describing your key selling point in terms of feature,advantage and benefit (FABs) and can be used by you and your staff to break down your key sellingpoints into components in order to communicate them effectively.Feature Advantage BenefitYou will also notice that each selling point is divided into a feature followed by an advantagefollowed by the end benefit. This structure is designed to:1. Highlight the key feature (characteristic or attribute)2. Provide some descriptive explanation of why the feature is good or how the feature works (i.e.the advantage)3. Describe the end benefit of the featureThe FAB technique encourages you to break down each part of your business so that someone whois not in the trade will understand the key benefits of your service. This aids in the understanding of anypotential customer you are talking to and, therefore, ensures they have a full understanding of whythey need your services.2

FAB Sheet – example: Crash Repairers.FeatureAdvantageBenefitState of the art (xyz) spotwelderIncreases the accuracy andstrength or weldsYour car is repaired to a newsafety standardDedicated dust free paint shopAll paint remains free of dirt orimpuritiesReturns the car to amanufacturers quality level ofpaint finishComputerised colour matchingsystemHighly accurate in matchingthe colour of your car even ifthe paint has faded over timeBetter resale value for the carFleet vehicle priorityGets your fleet back on theroad soonerKeeps your key assets working foryour businessLifetime Repair WarranteeIf at any time in the future ofthe vehicle there is an issuewith the repair, simply bring itback and we will fix it for freeYou can be confident that allrepairs are as good as any in theindustryRAA Approved RepairerWe have passed the stringentstandards set by the RAAYou can be confident that allrepairs are as good as any in theindustryFAB technique usageEach business will have a different combination of features. Each major feature should betransferred into advantages and benefits. You can have more than one advantage and more thanone benefit for each feature. Once you have a list of FABs then these can be used as the basis forall your selling and promotional messages.Written communicationWritten communication, either letters or email, can give you the opportunity to fully explain yourFAB. This can be done by either taking one full paragraph (or about 3 sentences) to describe eachFAB.Example: The XYZ Motorbodies’ workshop has up to date spot inverter welding equipment to ensureyour vehicle is returned to pre-accident condition and within manufacturer specification standards.This is important to ensure your car is repaired to an ‘as new’ safety standard.Written communication such as fliers or even short emails can use the FABs in a much shortenedformat. Perhaps one sentence or a series of dot points.Example: The dedicated dust free paint shop ensures all paint is free from impurities and returns yourcar to the manufacturer’s quality level of paint finish.Example: Fleet Vehicle Priority Gets your fleet back on the road sooner Keeps your assets working for youPromotional fliers can also use the FAB technique to get the point across. These fliers mightsummarise key FABs in the dot point format used above. You would only use a few key FABs on yourflier. 2016 Fit 4 Market Pty Ltd 2/58 George Street Norwood SA 5067Make Your Mark. Call us on 08 8333 0734. Email info@fit4market.com or visit us at www.fit4market.com3

Example flier copyXYZ MotorbodiesAll Vehicles, All Insurance Companies.Approved RAA repair plus Lifetime Warrantee – Absolute ConfidenceDust free paint shop to return your car to manufacturer’s standardComputerised colour matching for faded or older vehicles means your car has better resale valueCall now on 8XXX XXXX or visit website at www.xyzmotorbodies.com.auOn the phone communicationHaving a completed set of FABs for your company will help you in all sales situations. They are thebasis for your communication with clients and remind you to always add the benefit to the feature.They will also let you overcome objections when they arise.In essence, any face to face or phone conversation should contain the main FABs you think areappropriate.Telephone ExampleCustomer Query; “I was wondering if you are able to repair my car if I am with ABC insurancecompany?”Answers: “We can repair cars for all insurance companies including ABC. In fact, we offer a lifetimewarrantee on all repairs (F), so if at any time in the future of the vehicle there is an issue with therepair, simply bring it back and we will fix it for free (A), so you can be confident that all repairs areas good as any in the industry (B). We are also an approved RAA repairer (F) which means that wehave passed the stringent standards set by the RAA (A), so again you can be confident that allrepairs are as good as any in the industry (B).”This is anticipating the likely come back from the insurance company and covering it off in thecustomers mind with very strong FABs.4

Handling objectionsThe following method using the FAB technique can be used to handle objections very efficiently.It follows the basic principle of clarifying the objection with a question, using a FAB or two to handlethe objection and then clarifying that you have answered the objection and that it has beenresolved.Objection - Question – Feature Advantage Benefit – QuestionExampleObjection: “I have been told by my insurance company that I have to use one of their repairers inorder to have the repairs under warrantee. So if you are not approved by them then I can’t reallyuse you can I?Question: “So you are concerned that the repairs won’t be under warrantee if we are not one oftheir repairers?”Objection: “Yes”FAB: “We can repair cars for all insurance companies including ABC. In fact, we offer a lifetimewarrantee on all repairs (F), so if at any time in the future of the vehicle there is an issue with therepair, simply bring it back and we will fix it for free (A), so you can be confident that all repairs areas good as any in the industry (B). We are also an approved RAA repairer (F) which means that wehave passed the stringent standards set by the RAA (A), so again you can be confident that allrepairs are as good as any in the industry (B).”Question: “Does this answer your question of whether we can do the work for you?”Closing the telephone saleMost repair shops need the customer to be face to face in order to close the sale. Thus the close ofthe telephone sale is simply to get the customer to come in or have a quote on their site. Thusclosing the telephone sale is simple the case of asking to book the customer in. Once you havegone through as many FABs as you can you start to ask trial close questions like:“Do you live far from XYZ Motorbodies?”“Is the car drivable?”“Would you be available to come in over the next day or so?”Booking an appointment time, or gaining some commitment as to when they will be coming in, isthe next step to ensure that you have done most, if not all of the jobs to get them into the shop.“Can you make it in before 8.30am tomorrow?”“We could see you at 5.00pm this afternoon or 8.00am tomorrow morning. Which would youprefer?”If there is hesitation, then you may need to probe further to find any objections and go back to theobjection handling technique discussed above. Once those objections are handled, try to closeagain. 2016 Fit 4 Market Pty Ltd 2/58 George Street Norwood SA 5067Make Your Mark. Call us on 08 8333 0734. Email info@fit4market.com or visit us at www.fit4market.com5

Extract from F4M’s full workshop: 2016 Fit 4 Market Pty Ltd 2/58 George Street Norwood SA 5067Make Your Mark. Call us on 08 8333 0734. Email info@fit4market.com or visit us at www.fit4market.com

Handling objections The following method using the FAB technique can be used to handle objections very efficiently. It follows the basic principle of clarifying the objection with a question, using a FAB or two to handle the objection and then clarifying that you h