Presenting Your Solution – Feature Advantage Benefit

One of my new coaching clients contacted me because they were having great difficulty in closing the sale and wanted help. He was great at making appointments but his conversion rate from appointment to sale was really low. He blamed the quality of the leads, he blamed the lead providers. He said he would be brilliant if only he had more quality leads. During our discussions I discovered his telephone skills were really good but once he got to the appointment, here’s what happened:

He became complacent.

Because he had the appointment he thought he could just “show up” and “throw up”.

In other words, because the decision maker had agreed to see him he thought they must be really interested and all he had to do was show up and present his product.


The secret is continual emphasis on relevance. You may have a number of products and all of those will have certain features. You need to know which ones are relevant to your prospective client. To do this you must engage in conversation and ask questions, then you can present a relevant solution which meets the exact needs of your client. Your client is only interested in “What’s in it for me” They don’t want to hear about everything in your armoury.

So here’s what to do:

After you have carried out the questioning part of your sales process and discovered your clients;

  • Present situation
  • What they want to achieve ideally
  • The challenges that are stopping them from achieving their ideal objective
  • The impact of those challenges, including the emotional and financial impacts.
  • The benefits of change

Recap on the information that you have gathered. This gives your client the opportunity to hear it all again and confirm that what you have recapped is what they actually said. Then AND ONLY THEN start to present your solution. It is important to raise interest at the beginning of the sales presentation but this must be maintained throughout the meeting. Again… The secret is continual emphasis on relevance. The only thing relevant to your customer is the answer to his question ‘what’s in it for me?’ The answer to this question must of course, always be A BENEFIT. What doesn’t seem to be so obvious is that a benefit is not the same as a feature. FEATURES are what companies put into their products/service. What a customer buys is not the feature itself, but what the customer gets out of it. These two are linked by the ADVANTAGE

Let’s look at an easy way of remembering this:


Feature – what it is

Advantage – what it can do

Benefit – matches the need of the customer

This can be presented to the customer in the following way:

Start by restating the NEED. This will help you to keep the FAB statement relevant.

This is what it is – Feature

This is what it can do – Advantage

Which means that – Benefit?


Customer Need

“We’ve paid too much money over the years trying to maintain a poorly installed roofing system on the business properties that we rent out. One of our buildings is the Headquarters of a national manufacturing firm.”

“They are furious when the roof leaks and are threatening to cancel their rental agreement with us. This is our largest tenant and if they terminate their contract our profits will be affected to the tune of 40%. It could be months before we find another tenant of their size and stature.”


“Our AllWeather solution uses a high density coating and has a warranty of 40 years.”


“AllWeather sticks to all surface imperfections, seals all cracks and crevices and prevents any leakage.” (This addresses the problem)


“This will ensure that your tenants will be satisfied that their factory will be free from leaks and will withdraw their threat of cancelling their contract with you. Which means that you won’t have to spend time and money looking for another tenant.”

“We will provide you with a certificate of warranty that you can show them to satisfy their requirements.”

“At the same time this will allow you to increase profitability by lowering your previous maintenance costs.” (This addresses the impact of the problem)

Things to remember:

  • Sell only the benefits that relate to your customer’s problems/gaps or interests.
  • Make sure that when you present the benefits of your product or service that you include, how the benefit addresses the emotional and financial impacts.
  • Have your proofs ready at hand to support the statements you have made. Testimonials, Case studies, Data, are all very powerful in substantiating your claims

Presenting the solution as we have called this part of your process, is the point at which you match your clients’ problems, gaps etc. with your solutions. Therefore you should now be able to see why the questioning section is so important. Unless you identify your clients’ situation, problems and gaps and impacts, it is impossible to match your solutions successfully.

Going back to my coaching client, it was nothing to do with the quality of leads or his ability to close. It’s all in the questioning and presenting the relevant solution.

Please leave me a comment below, sharing your thoughts on sales conversations, good and bad. Sharing is how we all improve.

Find A Way and be the Best You Can Be


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