FAB: Features, Advantages, Benefits
FAB is a sales pitch framework — Features, Advantages, Benefits — that translates what a product does into why a buyer should care.
What is FAB?
FAB is the oldest pitch framework in sales. The discipline is to never stop at Features (what it is) or Advantages (what it does) but always land on Benefits — the buyer outcome in their own language.
Frequently Asked Questions
- What does FAB stand for in sales?
- Features, Advantages, and Benefits — the standard pitch translation framework.