Art of Argumentation ☆ How to speak like a customer

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This tutorial introduces a practical and visual method for mastering argumentation, especially in a business or sales context. It emphasizes the importance of speaking the customer’s language and focuses on the FAB method—Feature, Advantage, Benefit—to structure persuasive arguments. The tutorial includes:

An explanation of the FAB method with clear examples.
Practical exercises using a real-world product (Bonne Maman) to identify features, advantages, and benefits.
Mnemonic aids and a chart to help build arguments.
Guidance on using the “So What?” question to ensure arguments are customer-focused and impactful.
Resources for further learning and professional development.

1. The Art of Argumentation In Three Letters

2. ‘Can You Speak The Customer’? For customers to listen to us, hear us and understand us, you have to speak their language. They basically want to know what they stand to gain from their business relationship with you. This is the key to entering their world. 2

3. Inside A simple and visual method for arguing (p. 4 to 7) A practical exercise (p. 8 to 12) The chart for building your argument and the probe question (p. 17 and 18) Time 10'. Use the slide show mode 10’ 3

4. Simple as FAB F A B 4

5. F for… 2 3 F eature Characterizes and informs what you are offering: "what it is“ or “what it is made of” This watch has a stainless steel case and a screw down crown 5

6. A for… 1 3 A dvantage It is the ascertainable effect that derives from the feature: “what you get” It protects the case from water The watch can resist up to 11 bar m (≈ 100 m under water) according to the ISO 6425 standard tests 6

7. B for… 1 2 It is the gain from the other party's point of view: “what you gain..." B enefit You can bathe serenely, without being separated from it, and no need to clean it 7

8. In the following slides, find the Features, the Advantages and Benefits of Bonne Maman 8

9. Our Story - Bonne Maman 9

10. Our Story - Bonne Maman 10

11. Our Story - Bonne Maman 11

12. Our Story - Bonne Maman 12

13. In Mnemonic Form Thanks to… It allows you to … Which results in … F A B 13

14. What we propose… ( Thanks to) Which results in … (What you get ) It allows you to ( Your gain) F A B Features Advantages Benefits Selling Points 14

15. Probe It with the So What Question 15

16. Thank You LinkedIn Profile : https://www.linkedin.com/in/laurent-boby-expert/ Training Portfolio : https://padlet.com/lboby/197lqlzltw39 Youtube  : https://tinyurl.com/ydgntauz 16