Sell the sizzle, not the steak. Certainly, you’ve heard this axiom, coined by salesman Elmer Wheeler in the 1930s. The sell the sizzle, not the steak mindset reminds us to sell the outcomes and experiences customers derive from a product’s benefits, not the item itself.

Today, we know the sales practice as FAB selling: Selling features, advantages and benefits, or more simply, features and benefits. The latter combines advantages and benefits, for a simpler picture of the product’s sizzle.

Confoundingly, many retailers, and even manufacturers, still focus on features, features, features, and the product itself. That’s a mistake. 

Advantages explain the significance of a feature and how it solves a problem, often in a factual, concrete or measurable way. Benefits, on the other hand, are subjective and appeal to the emotions or needs of the customer. The latter pulls hard on purchasers because we buy based on the experience we hope to reap.

Indeed.com defines feature-benefit selling as a selling approach focused “. . . on the unique advantages of a product or service and exploits how its features translate into tangible benefits for customers. It emphasizes listening and active engagement with potential buyers to match their needs with appropriate solutions.”

Simply stated, using FAB selling helps your customers make connections between the features of a product and the benefits they may enjoy from those features. Feature-only selling often leaves the customer wondering what the feature terminology means. Without understanding the benefits of listed features, they can’t connect their needs and desires to the product. 

The process entails identifying customer needs, helping customers understand the goals of a product's features, and drawing conclusions about the benefits a product or service may help them achieve.

Start with a brief Q&A with your customer to identify their needs so you can match products with the FABs that fulfill those needs. Ask:

• What type of product or service do you need?
• What benefits (in the field, on the range) are you looking for in a product or service?
• Have you ever owned a similar product in the past?
• What did you like or dislike about the similar product?
• What experience are you hoping to have with the new product?

Based on the customer’s responses, you can begin connecting them to products that offer the features that result in the benefits they hope to achieve. When you offer a tailored solution for your customer, you also establish a true connection with the customer and build trust. Connection and trust result in repeat business and loyalty to your shop and often to the product brand. 

However, the system fails if you’ve not spent time studying your products to identify their FABs. Most marketing materials and even press releases about products list myriad features, often without thought to outlining benefits. Unfortunately, if you or the customer don’t know the lingo, you won’t understand the features and their benefits.

Here’s an example, a listing for a pair of Rocky Boots on Amazon. It lists the key features of the boots, but few benefits. Thus, there is little connection to the buyer and his/her needs.

This puts you at an advantage over Amazon, and any other retailer, who doesn’t sell the improved experience the product offers. You are uniquely able to connect with your customers, meet their needs, and educate them about the benefits of these boots that other retailers don’t even mention.

Features as listed on Amazon:

• EVA/ rubber outsole
• Midweight Level 2 for cooler or inclement environments or less vigorous physical activities
• Rocky Athletic Mobility Midweight Level 2
• Waterproof and breathable GORE-TEX® construction
• High-performance polishable upper
• Lightweight and flexible upper contours to foot
• Proprietary contoured Terra Suspension comfort footbed
• Mid-weight waterproof and breathability to leverage freedom of movement.
• 8 inches in height

Advantages and Benefits, not listed:

• EVA Outsole: EVA is softer than rubber, making the outsole more flexible and comfortable on your feet. EVA also offers shock absorption technology. EVA provides all-day comfort. EVA is a very durable material that can withstand regular wear and tear. The soles can last longer, providing better value for the customer.
• Midweight Level 2: Constructed to keep your feet warm and dry, in addition to delivering scent control, for hunting and outdoor wear. It is a good choice for cooler or inclement environments or less vigorous physical activities.
• GORE-TEX: This fabric is breathable, windproof, waterproof, and durable enough to withstand the harshest elements to stay dry, comfortable, and at the right temperature. By keeping your feet comfortable, Gore-Tex vastly enhances your ability to remain afield for longer periods and thus increases opportunities for mission success.
• Polishable Upper: When boot leather can be polished, the leather is better protected from water and dirt when regularly shined. Polishing helps prevent cracks and creases for boot longevity — increasing your bang for the buck.
• Terra Suspension Footbed: This advanced, high-cushioned polymer provides shock absorption on the heel and forefoot areas, the parts of the feet that handle the most stress and weight. Enjoy increased comfort, protection from rugged terrain, and daylong wearability.
• 8 inches in height: A taller boot provides extra support and protection in rugged terrain, staving off rolled ankles and giving more protection to the ankle and lower calf areas.

Which list allows you to home in on what features deliver benefits? Which one sizzles — makes you envision the product in use?

Your expertise may allow you to identify the benefits of the listed features, but often that’s not the case. So what do you do?

1. Turn to your manufacturer reps for assistance. Ask them to pick the three or four most critical features/upgrades to a new product, then ask for an explanation of the benefits of each.
2. Read company hang tags, press releases and marketing materials.
3. Google products or technologies to learn more about their benefits.
4. Make up a spreadsheet/grid/notebook of products and FABs, and make the list accessible to employees. Use the information to make cheat sheets for staff or even develop benefits signage to post near the product.
5. Have training sessions with staff on the benefits of your primary and critical products.
6. Focus sales training on the “sell the sizzle” axion. Teach FAB selling.
7. Practice pitching among staff to increase their confidence using the FAB selling technique.

Crankwheel.com, a screen-sharing software company, sums up FAB selling well in its “The Ultimate Guide to Feature-Benefit Selling.”

“With feature-benefit selling, sales professionals can help drive growth for their business by enabling decision-makers to move beyond the feature list and understand why investing in products and services will work for them,” Crankwheel reports. “If leveraged properly, feature-benefit selling can help a business stand out from its competition while ensuring customer satisfaction.”

FAB Selling

It’s important to understand that customers aren’t just looking to buy a product. They’re looking for a solution to a problem or a way to enhance their lives. This is where feature-benefit selling can be a great tool.

• Identifies customer needs.
• Makes connections with customers.
• Helps customers understand the goals of a product.
• Builds trust with customers.
• Educates staff about products and services.
• Increases potential for brand loyalty.
• Increases sales.

Features vs. Benefits

Feature: Often technical in nature, describes what the product or service does.

Benefits: Focused on the customer experience, benefits describe how the product or service will change and improve the consumer’s life/experience.