FABing Is Still Important in Sales and Marketing – a revisit1 min read

FABing, variously Features and Benefits, Features, Attributes, & Benefits, has always been a great tool for getting people to focus more self-consciously, more analytically on what they are doing in their sales and marketing work.

Here is an article by Michael Fortin that develops and extends the traditional concept of FABing: “The Oft-Confused Features and Benefits