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In Part III we discussed the four different types of evidence you can use: Personal, Statistics, Example, and Analogy. Each has its good points, and the type of evidence you choose will depend on both your topic and your audience. Whatever evidence you choose, make sure that you’re not just delivering the facts, but rather how those facts can benefit the audience.
Benefits to the Audience
So, make sure that your audience is aware of how your point has direct meaning to them. For example, “What this means to you is greater earnings in the future”… “more opportunities for growth within the organization”… “job security”. Whatever that positive connection to the audience is, make it very clear.
Too many less-than-seasoned salespeople do a great job of pointing out their company’s product’s features and advantages, but neglect the only part of interest to the customer, which is the benefit they will derive from using a product with all these great features and advantages.
For those of you unfamiliar with FAB: The Feature is what the product IS. The Advantage is what the product DOES. The Benefit is what the product does FOR YOU, the consumer.
Classic example: Windshield wipers
Feature: A device that swings back
j. douglas jefferys is a principal at publicspeakingskills.com, an international consulting firm specializing in training businesses of all sizes to communicate for maximum efficiency. the firm spreads its unique knowledge through on-site classes, public seminars, and high-impact videos, and can be reached through the internet or at 888-663-7711.