This may sound like old-school sales tactics, but feature, advantage, benefit, and closing (FABC) works. It was efficient back when you were called a Wagon Jobber, and FABC still works today now that we have mobile stores.
I went on a popular automotive warehouse distributor website and looked at a new aluminum manifold gauge set. Under the heading “Features and Benefits,” here’s what I found:
Professional series
72" charging hoses
R134a manual service couplers
Valve core tool included
R134a can tap and thermometer included
Not a benefit in the group. Consumers aren’t mind readers. Nothing in this feature set is enough to make you pay extra for this product or even begin to tell you why it’s better than the competition. A few advantages and benefits would really make a sales difference.
Professional series
Built for heavy duty usage
No plastic connectors like the competition
Won’t let you down when you need it most
72" charging hoses
Reaches deep under the hood
Compare to the competitors gauges which have 36” hoses
Alan W. Sipe has spent the last 42 years in the basic hand tool industry including positions as President of KNIPEX Tools North America, Sr. VP Sales and Marketing at Klein Tools, Manager Special Markets at Stanley Tools and sales management at toolbox manufacturer Waterloo Industries. Currently Sipe is the owner of Toolbox Sales and Consulting specializing in sales strategy, structure, development and training. Sipe can be reached at [email protected] or 847-910-1063. Connect with Sipe on LinkedIn.
