FAB – Features, Advantages, Benefits

Introduce a product using the FAB method and discover how to formulate those specific advantages and benefits the customer is interested in


Participants discover how they can switch from presenting the product from the technical point of view to speaking the customer’s language. The FAB method gradually deepens their understanding regarding the needs and what the customer wants to hear from a salesperson.



  • Introduce the activity to the participants and split into teams; encourage the teams to nominate a team coordinator that will help the team put the ideas together and then to present their examples based on the FAB method to the other teams.
  • Join each team and provide the activity link.


  • Participants write down the product’s features on sticky notes (one feature/note) and place them on the first column of the predefined layout.
  • For each feature, the team members develop at least one advantage for the user, that is translate in common terms what the feature in question actually does for the user.
  • Then they formulate the benefits, as in the particular gains of a certain customer out of that feature. In order to do this, they think of certain types of customers while defining the benefits. As an alternative here, the teams can present the lists of features and advantages they have developed in the breakout rooms, then the trainer plays the customer’s role and highlights which advantages are important for him, given his personal/professional context. This way, the trainer demonstrates the way a the client is defining his own benefits, based on the advantages clearly formulated by the salesperson.

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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