This may sound like old-school sales tactics, but feature, advantage, benefit, and closing (FABC) works. It was efficient back when you were called a Wagon Jobber, and FABC still works today now that we have mobile stores.
I went on a popular automotive warehouse distributor website and looked at a new aluminum manifold gauge set. Under the heading “Features and Benefits,” here’s what I found:
- Professional series
- 72" charging hoses
- R134a manual service couplers
- Valve core tool included
- R134a can tap and thermometer included
Not a benefit in the group. Consumers aren’t mind readers. Nothing in this feature set is enough to make you pay extra for this product or even begin to tell you why it’s better than the competition. A few advantages and benefits would really make a sales difference.
- Professional series
- Built for heavy duty usage
- No plastic connectors like the competition
- Won’t let you down when you need it most
- 72" charging hoses
- Reaches deep under the hood
- Compare to the competitors gauges which have 36” hoses
- Saves time on moving the unit around
