Page 112 · Module 04, Sell Like a Pro · this screen continues that page
All 108 frameworksThe prompt
Copy & paste readyLabelsReplace theseSwap the role below
Pro tip, from the book
The best benefits are written from the customer's perspective looking inward, not from your perspective looking outward. 'This saves you 3 hours a week' is a feature-benefit. 'You can tell your CFO that reporting time dropped by 40%' is a customer benefit because it solves the customer's real problem, which is not time, it's accountability.
Who should run this prompt
Module role profileWho should prepare and run your sales conversations? Every stage of a sale requires a different mindset. The person who writes great cold outreach thinks differently from the person who closes enterprise deals. The buyer's procurement officer thinks differently from both. Use internal roles to prepare and execute. Use outside perspectives to find the objections, hesitations, and real decision criteria before they surface in a live conversation.
Choose any role to drop it into the prompt above. Only the highlighted opening clause changes — the rest of the prompt stays exactly as printed.
◆◆◆◆◆ → ◆ seniority, board level down to specialist◈ outside the organisation
How to make any role sharper
- Add years of experience: "...with 15 years in enterprise SaaS" produces different depth than just the title.
- Add what they care most about: "You care most about [X]" shapes every word of the output.
- Add their communication style: "Be direct. Flag risks first. No jargon." changes the tone entirely.
Use this when
The problem it solvesYou describe your product by listing features and specifications. Prospects nod politely and then say they'll think about it. The features are real and impressive but they're not translating into desire.
How the framework works
From the printed pageFAB is a foundational sales communication framework dating to the 1960s. Features describe what a product has or does. Advantages explain why that feature is better than the alternative. Benefits describe what the feature and advantage mean for this specific customer in their specific situation. Most salespeople stop at Feature or Advantage. The customer only cares about the Benefit and even then, only the benefit that is relevant to their specific pain. AI can translate any feature into a customer-specific benefit when given the right context.
The method, in four moves
Do these in orderList your top 5–7 features before prompting.
For each feature, ask: 'So what does that mean for a customer who has this specific problem?'
Match benefits to the customer's stated pain from your discovery call not generic benefits.
Use the benefit language verbatim in proposals, demos, and email follow-ups. Stop listing what your product does. Start saying what it means for them. The same feature means something different to each buyer - "less overtime" to an ops manager, "faster board reporting" to a CFO. One benefit statement for every prospect is still FA, not FAB. Same Benefit, Different Buyer
Where the framework comes from
Sales training methodology — FAB framework, widely attributed to 1960s salesmanship
Pairs well with
As printed with this frameworkModule 04 — Sell Like a Pro
Build a machine that turns cold strangers into paying customers.
11 frameworks, printed on pages 91–112.
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