What is FAB in sales?
Feature, Advantage, Benefit: what it is, what it does, and why this buyer should care.
What it means
FAB is a way to talk about a product so it matters to the buyer. The letters stand for Feature, Advantage, and Benefit. A feature is what the thing is. An advantage is what that feature does that the current way does not. A benefit is why that matters to this particular buyer.
FAB is a sales method: a framework for how to think and write. It is not a study result, and this page does not attach a win rate or reply rate to it. This site is not affiliated with its authors or with any company that teaches it.
What it means for a sales email
A FAB email picks one feature and carries it all the way to a benefit that uses a fact from the buyer's situation. A benefit like efficiency, with no owner and no detail, is not really a benefit.
The common failure is the feature dump: a list of capabilities with no benefit attached. FAB treats that as a miss, not as thoroughness. One feature explained well beats five features listed.
Writing practice and method guidance, not a study result.
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