As a sales trainer, I preached the acronym FAB (Feature Advantage Benefit.) Too often, sales and marketing concentrated on the features of their product or service (what it is) not considering what, if anything the feature meant to the consumer. Some took it further and shared the advantages of their products (what it does) but few thought about the benefit to the customers (what it does for the customer) and that’s what’s most important to the majority of consumers. Isn’t that what’s most important to you?

Turn it around

I wasn’t always successful in convincing sales and marketing teams that sharing the benefit to the customer was their best strategy. They’d get caught up in the excitement of the features and advantages and sometimes never get to the benefits. If I was to do my training over I would reverse the order from FAB to BAF. If, for most consumers the priority is the benefit why not begin there?

BAF – Benefit—Advantage—Feature

  • Share the Benefit –What it does specifically for the consumer
  • Explain the Advantage – How it works, what it does
  • Mention the Feature – What it is

Some of the most popular Google searches are people looking for solutions to problems, such as how to, FAQ, and tutorials. People want answers to their headaches, and the best marketing strategy is to give them headache tablets—the solutions to their problems—the benefit to the consumer.

Market the Solution, not the Product

Most people search for solutions to their problems, not products. If people can’t see how their problems could be solved by what you’re providing, you may be wasting your time and resources. And if the problem you’re trying to solve isn’t compelling, you may have a rough road ahead of you.

Educate more than you Advertise

Advertising geared toward sharing the benefits to the consumer is key in our social media driven world. People no longer accept being spoken at; they want to be talked to. They wish to be part of the conversation. They want to share their problems and then be educated with answers to their questions. Providers that solve problems are cherished and advocated.

Was this Beneficial?

Forget FAB and make BAF your sales and marketing strategy. Share the benefits first, solve problems, and give customers the answers they’re searching for.

Did this post help you understand what customers expect? Does it give you an idea where to take your marketing? Has it been of benefit to you? Let us know. Leave us a comment.