The selling point of a product is the unique or distinctive feature of the product. The selling point can be either an innate feature of the product or created through creativity and imagination. At the same time, if the selling point can be combined with the consumer’s pain point (consumer demand), it can create the best reason for consumption and quickly arouse the consumer’s strong desire to shop. So, how to refine the selling point of a product and associate it with the consumer’s pain point is the aspect we should focus on learning.
The FAB rule, namely the feature, advantage and benefit rule, is a persuasive sales technique and is also very commonly used in the extraction of product selling points.
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The specific meaning of the FAB rule
F: represents the characteristics and features of the product, which is the most basic function of the product. It mainly explores the potential from the perspectives of the product’s attributes and functions, such as ultra-thin, small size, waterproof, etc.
A: The advantages and functions of the characteristics of the product. It is necessary to consider from the perspective of the customer, think about what the customer cares about, what questions the customer has in mind, and then refine the questions from the perspective of the product’s characteristics and advantages, such as is it easy to carry? Is the battery durable?
B: The advantages and benefits that the advantages and characteristics of the product bring to the customer. The buyer’s interests should be centered on the emphasis on the benefits that the buyer can get to stimulate the buyer’s shopping desire, such as audio-visual enjoyment, low prices, etc.
In fact, FAB can also be simply understood as follows.
F: What are the characteristics and features of the product?
A: What are the functions presented by the characteristics and features of the product?
B: What specific benefits can it bring to the buyer?
Generally speaking, the most commonly used method is to dig out the selling points that buyers are concerned about from the attributes of the product. F can be easily found in each product, and each F can correspond to an A and a B. It should be noted that buyers are often most concerned about the functions and direct benefits of the product.