FAB statements
The following are a couple of examples of how you might use an FAB statement in selling a hot tub.
Built-in steps
“Our ‘easy entry’ cascading steps (feature) make spa entry and exit much safer and easier (advantage). What this means to you is no matter who uses the hot tub, you can be assured they will have the safest, most stable and secure way to enter and exit your hot tub (benefit). Do you think safety is important to your family? Do you think they would use and enjoy the spa more if they felt safe getting in and out of it (hook)?”
Waterfalls
“Mr. Prospect, one of our most popular options is our ribbon waterfalls (feature). They mimic the sound of a babbling brook (advantage). What this does is put your mind into an incredibly relaxed, stress-free environment. By simply closing your eyes and listening to the waterfalls, your mind will drift a thousand miles away to a tropical beach with the
rolling waves in the background. The massaging jets will relax your muscles, while the waterfall will relax your mind (benefit). Relaxation is important to you, isn’t it (hook)?
“Mr. Prospect, please close your eyes for just a moment and listen to the sound the waterfalls create. How would that make you feel after one of your long stress-filled 12-hour days?”
Keep in mind that a detailed description will help your customer make an emotional connection to your hot tub rather than simply saying, “We have three waterfalls.”
Building value
In the absence of value, every single selling situation degenerates to one thing—price. The more value you build into your presentation, the more valuable your product becomes to the prospect.
The price we ask must be equal to, or less than, the value we are able to establish. A prospect will spend more money for your products and services if they feel the value you built justifies the price. In the absence of value, all that remains for negotiation is the price.
