FAB – Features, Advantages, Benefits

Use the FAB method and define those specific advantages and benefits of a product the customer is interested in


Participants discover how they can make a positive change in the way they tell a customer about a product. They switch from a technical presentation to speaking the customer’s language. The FAB method deepens step by step their understanding of the customer’s needs. Also, they learn what the customer wants to hear from a salesperson.



  • Introduce the activity to the participants and split them into teams.
  • Encourage the teams to nominate a team coordinator. They will facilitate the discussion in the breakout room. In the end, they will present their examples based on the FAB method to the other teams. The team coordinators can rely on the ideas written within the predefined template.
  • Join each team and provide the activity link.


  • Participants write down the product’s features on sticky notes (one feature/note). Then they place them on the first column of the predefined layout.
  • The team members translate in common terms what the feature in question does for the user. This is how they define the advantages for the user.
  • Then they formulate the benefits, as in the particular gains a certain customer gets out of that feature. To do this, they think of certain types of customers while defining the benefits.
  • As an alternative here, teams can present the lists of features and advantages they have developed in the breakout rooms. Then the trainer plays the customer’s role. The trainer highlights the important advantages for them, within their personal/professional context. This way, the trainer demonstrates the way a client is defining their benefits. They make the advantages formulated by the salesperson become personal.

Debrief (suggested)

  • The team coordinator from each team will present the outcome to the other teams.
  • The facilitator may ask the following questions:
    • What were the challenges in defining the advantages and benefits? How did you overcome them?
    • What do you need so that you can use this method in your work?



Additional info

This activity follows activity type guide from CARTA

Play in Colltrain

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