BEP 92 INT: Sales - Presenting your Products (FAB)

In this Business English Podcast lesson, we’re going to look at the “classic sales” approach to selling products and services using the FAB technique. FAB stands for features, attributes and benefits and is a commonly used approach for presenting and selling products such as clothes (apparel) and household items.

The FAB presentation technique is especially useful for people working in the apparel, manufacturing and retail trades - anyone who has to present products to potential customers. In the lesson, we’ll look at how this approach can be applied in the merchandizing business. Merchandizing is the trade name for businesses involved in the design and manufacture of clothing and household items.

Listening Questions
1) What is the key feature of Viva’s fall colors this year? Can you name some of the colors?

Viva’s fall colors are very “warm” this year, and include such hues as “ginger,” “apple red,” “ivory,” and “French roast.”

2) Why is the Viva Professional line more expensive?

One reason the Viva professional line is more expensive consists in the material: It is made of special washable wool that is sourced from an Australian manufacturer.

3) As described in the dialog, what are the main benefits of Viva’s clothing line?

Francesca talks about how the features and advantages of Viva’s clothing - such as washable, wearable, durable, etc. - would “fit the lifestyle” of the “Bancroft woman,” who is typically a busy professional. Such lifestyle fit, of course, would translate into good sales and thus profits for Bancroft.

Premium Members		Online activities (Members / Free Trial)
	Podcast	Sales – FAB Product Presentation – Listening Quiz
		Sales – FAB Product Presentation – Gap-fill Exercise
	Phrase-Cast	Sales – FAB Product Presentation – Dialog & Vocabulary
		Sales – FAB Product Presentation – Introducing the Product
	Study Notes	Sales – FAB Product Presentation – Describing Colors
		Sales – FAB Product Presentation – Describing Advantages
	Teachers/Groups	Sales – FAB Product Presentation – Explaining Benefits
	Email for info	Sales – FAB Product Presentation – Vocabulary Review
		Sales – FAB Product Presentation – Flashcards

Related Topics

• BEP 85 INT (Transcript & Exercises) - Sales: Informal Product Presentation
• BEP 93 INT: Sales: Taking an Order
• BEP 84 INT (Transcript & Exercises) - Sales: Site Visit

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