FAB stands for "Features, Advantages, Benefits." It is a marketing and sales technique used to highlight the key aspects of a product or service. The Features are the specific attributes or characteristics, such as size, color, or technology. The Advantages explain how these features stand out compared to competitors, while the Benefits illustrate how the product improves the customer's life or solves a problem. Using the FAB approach helps salespeople communicate effectively with potential customers. By clearly outlining the features, advantages, and benefits, they can create a compelling case for why a product is worth purchasing. This method fosters better understanding and engagement, ultimately leading to increased sales.