Briefly describe the FAB selling technique. Show how a salesperson could use the FAB technique to sell a can of regular cola.
Answer: The FAB selling technique is a method of benefit selling, in which the salesperson relates a product's benefits to the customer's needs using the product's features and advantages as support. This technique directly answers the buyer's question "What's in it for me?" by emphasizing the benefits that appeal to the customer's personal motives. In order to sell a regular can of cola using the FAB selling technique, the salesperson must first determine what benefits appeal to the customer's personal motives and then emphasize these benefits. These benefits could be practical, such as a convenient and tasty source of caffeine, and they can be psychological.