Feature, advantage, benefit (FAB) selling is easy once you get accustomed to presenting this way. The following is a sample screwdriver presentation to help you get the feel for FAB selling.
F: The tip of this screwdriver is profilated (machined), not simply stamped.
A: Profilating ensures that each tip is perfect and fits each screw precisely.
B: This will really help you hold tight on the screws you are turning and eliminate stripping their heads.
F: You will notice the tip is black oxide and not chrome.
A: Black oxide will not chip off like a chrome tip can.
B: This will eliminate the possibility of chrome chips getting into any electronics, which will cause you and your customer all kinds of problems.
F: The blade is made from high alloy German steel.
A: High alloy German steel is light and very strong.
B: This steel makes it almost impossible to break the blade and really reduces the possibility of chipping the tip, which is very annoying to you when it happens.
F: Notice that on the end of the blade that goes into the handle there is a wide wing about the size of your thumbnail.
A: This wide wing is molded into the handle, not inserted as with some screwdrivers.
B: Molded in, this blade is impossible to turn in the handle. You will never be able to pull the blade out or drive it through the handle no matter how many times you whack it.
F: The handle is manufactured using a propylene material. This material is very similar to what they make skateboard wheels out of.
A: As we all know, skateboard wheels will take a heck of a beating.
B: This means your screwdriver is designed to takes the hard use a professional like you demands.
F: This screwdriver has microfiber fused into the handle. It feels a bit like Velcro.
A: This microfiber gives you a great grip, even when your hands are slippery with grease, oil, or perspiration.
B: This feature gives you the advantage of working faster and safer, since you will not need to get another tool to remove a fastener.
F: And finally, the butt end of the handle has tip identification stamped into it.
A: This marking lets you see exactly which screwdriver you are reaching for, even if you can’t see the tip.
B: This feature helps you work faster and eliminates the frustration of getting to the vehicle and having the wrong tipped screwdriver.
