Features, Advantages, and Benefits (FAB) Tool Kit
The Features, Advantages, and Benefits (FAB) technique is the most powerful tool for every sales and service professional. It's the essential bridge that transforms your product knowledge into a compelling proposition for the customer.
In a competitive environment like ours, it's not enough to list what a product is; we must focus on what it means for the person buying it. FAB ensures your pitch is always focused on the customer's needs and the positive outcome of their purchase, helping you move from simply taking an order to making a confident, high-value suggestion.
By mastering FAB, you stop selling just merchandise and accommodations, and start selling peace of mind, luxury, and rejuvenation. This is what aligns perfectly with our core philosophy: Sales Through Service.
FAB Fundamentals
- Feature (F): What is it? This is a factual description of the product or service.
- Advantage (A): What does it do? This explains how the feature works or improves the situation over a standard alternative.
- Benefit (B): What does it mean for the customer? This is the emotional, practical, or financial result the customer experiences. This is what sells the product.
High-Value Location Upgrades
Use these talking points when selling cabin or lounge upgrades, focusing on guaranteed comfort and peace.
Stena Plus Lounge
Hygge Recline Lounge
Deluxe Cabins
Superior Cabins
Standard Cabins
Pet Cabins
Food & Beverage (F&B) Upsell Examples
Use the FAB structure to make profitable add-ons feel like helpful suggestions across all F&B locations. (Note: Our food menu's are constantly changing. Add-ons may vary per vessel.)
A. Casual Dining (Sides Menu)
Upsell to Dirty Fries
Add-on: Gravy/Curry Sauce
B. Bar and Coffee Shop
Premium Coffee Upsell
Upsell to Premium Spirit
Retail and Duty-Free Shop FAB Examples
Focus on the value and outcome of the product category when making the pitch. Highlighting Travel Exclusives triggers the scarcity nudge, and promoting Sustainable Items enhances customer service.
Holiday Gift Sets and Exclusives
Promotional Alcohol & Spirits
Confectionery and Impulse Buys
Sustainable Items
Personal Care and Skincare Offers
Test Your Knowledge
Choose a quiz to test your knowledge:
š High-Value Location Upgrades
These questions test the distinction between Features, Advantages, and Benefits for cabins and lounges.
š½ Food & Beverage FABs
These questions test the application of FAB and Nudge principles in the F&B environment.
š Retail FABs
These questions test the application of Nudge techniques and FAB for the retail categories, including exclusives and bundles.
Conclusion
By mastering the FAB technique, you can transform every customer interaction into a meaningful, value-driven experience. Focus on outcomes, not just products, and you'll deliver true Sales Through Service.
