In this Pocket Sized Pep Talk, Rob looks at a replacement for one of the most simple, and effective ways to recommend a product. He specifically discusses:

• The definition of "Features, Advantages, and Benefits."
• A replacement model for the classic "FAB Statements" called a, "FABEC Statement."
• A reminder that this, and all processes are guides and not straitjackets!
• The key differences between Advantages, and Benefits.

Fear not my sales friends, the detergent company has no claims on FABEC Statements!