The CAB technique (Features – Advantages – Benefits) is very well known in sales, but it also has applications in related fields. Regardless of which industry we are talking about, this technique must be taken into account when contacting customers.
The reason why consumers choose to purchase products or services is the benefits they offer.
Depending on the role we have in a company, we are prone to see a different product than our colleagues. A technician focuses a lot on the characteristics of a product, the marketing person emphasizes its advantages, but the benefits are the most relevant and important for the customer.
In order to be able to use this technique in the field in which we work, it is necessary to understand what it entails:
FEATURES:
- There are attributes of the services that answer the question: “what is it, what does the service represent”;
- It refers to the qualities of the value of use of the product/service that gives it the potential to satisfy the needs of consumers;
- In general, the characteristics generate objections, so it is recommended that they be passed at the end of the description/discussion.
ADVANTAGES:
- The advantages are easy to identify, as they start with the formula “thanks to product x you can…”. You can also opt for the option of: “Your advantage is that…”;
- Advantages generate impact at the beginning as long as the customer is aware of them, but the impact decreases as the sales process progresses (the customer begins to focus on benefits and advantages, later on features).
BENEFITS:
- It refers to the physical properties of the products;
- They are the easiest for the customer to memorize;
- They are the strongest messages related to the offer of products/services;
- They have a high impact during the sales process, as they remain in the minds of consumers;
- Most of the time, they are the main reason why the customer buys a product or service.
We must bear in mind that we do not always have to follow exactly this order of the CAB principle. We address different types of customers, which is also the reason why the technique is used in different forms.
- CBA: Features – Benefits – Advantages: it is the standard technique in which a customer is presented with the product starting with its characteristics, leaving the advantages at the end. It best suits the technical profile, which needs a high number of features and who knows well the product/service they are going to purchase, but it also differs depending on the field we are addressing.
Example: Presenting a music event
The “X” event, at its 4th edition in Cluj-Napoca, returns with a new edition for music enthusiasts. It will take place between November 14-15, at the Romanian National Opera.
The organizers, MusicX, chose classical music of the 70s as their main theme. The participants will be selected on the basis of eliminatory tests, evaluated by the musicians. A fee of 100 lei is charged for participation in the event, which includes admission to the event, a CD with classical music and snacks at the end.
Take the opportunity to broaden your musical knowledge and support new talents in their big debut.
- ABC: Advantages – Benefits – Characteristics: marketers are the ones who most often opt for this option, because in this field the focus is on the advantages of the product/service that consumers are going to purchase.
Example: clothing product
Wedding dress Model M14.18
Collection: Dreams
Shine in the new Maya Fashion collection! Spectacular mermaid style wedding dress, in which the fitted skirt with a low waist creates a slim silhouette and meets a long-sleeved bodice dominated by illusions, enhancing sensuality.
The V-neckline is combined with a lovely back with crystal tulle and floral lace appliqués. For a harmonious contrast, the train of the dress, an explosion of fine tulle, can be fastened to provide extra comfort to the bride-to-be.
Features:
Type: Mermaid
Style: Bohemian
Size: Can be made to order
Closure Type: Buttons
Neckline style: V
Sleeve style: Long
Model: Embroidery
Length: Maxi
Material: Lace, tulle
Color: Ivory
- BAC: Benefits – Advantages – Characteristics: it is the way in which most customers want to be presented with the product or service they are going to purchase. For them, the most important are the benefits, as they are the main reason why they carry out the buying process.
Example: Food
Product name: Cicken SY Spicy Spicy Instant Soup 140g
Country: South Korea
Description: “Fried Spicy Chicken Noodle 140g – Chicken Food with Noodles 140g
Korean instant noodles are just as quick to prepare and tasty as instant soups. The Fried Spicy Chicken product launched by Samyang in 2012 offers some of the spiciest noodles in South Korea.
Due to the very spicy taste of chicken, the product went around the world by challenging to eat all the noodles in the shortest possible time. The chicken taste and excessive spiciness make a perfect combination, especially for those brave enough to try some of the spiciest noodles in Korea.
*Packaging: 140g bag”
Preparation: Put 500ml of water on the fire. When the water starts to boil, add the noodles. Boil for about 5 minutes, then strain the water (leaving about 6 tablespoons of the water in which they boiled) and add the sauce and the sachet with spices. Depending on your preferences, you can also add mozzarella, sausages, green onions, egg, etc. Serve hot.
Ingredients:
-
- Noodles: wheat flour, corn starch, palm oil, gluten, salt, onion extract, guar gum, vitamin B2, citric acid, green tea extract and powder.
- Spices: soy sauce, sugar, chicken extract, chicken-flavored powder, soybean oil, onion powder, pepper, chili pepper – chilli, garlic, tomatoes, starch, paprika extract, shredded pepper, curry, roasted sesame, fried seaweed.
Warning: extremely spicy!
Allergens: Wheat, wheat gluten, soy, sesame.
Nutritional information: (per 100 gr of product)
Energy value: 1742 kJ / 417kcal
Total fat: 12.5 g
– of which saturated: 6.7 g
Total Carbohydrates: 65.8 g
– of which sugars: 3.3 g
Protein: 10 g
Salt: 3.9 g”
Weight: 0.145 kg
Whether we are talking from the perspective of a technician, a marketer or a salesperson, we must take into account the CAB technique and present to customers as many advantages and benefits of the products/services as possible, as well as their characteristics. By providing more information to customers, we gain their trust and the probability of buying our services or products will increase.
