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1. Feature Advantage Benefit Tool
Purpose
The purpose of this tool is to help you analyze your product/service offering to create a matrix
of features, advantages, and benefits that can be used to facilitate selling.
Scope
The scope of this tool will be limited to products/services. You can also analyze the features,
advantages, and benefits of working with your organization in general.
• FEATURE – these are components of your product/service that have been developed
to deliver value to the customer. An example would be ‘practical tools’ like this one.
• ADVANTAGE – these are implicit benefits resulting from the features, but are not
necessarily beneficial to all prospects. An example would be ‘saving time’ by using
a ‘practical tool’ template. Note that this advantage is only a benefit when a prospect
needs the particular tool shown.
• BENEFIT – a benefit is an advantage of a product/service that fulfills the explicit need
of a prospect. For example, a restaurant offering a featured lunch that arrives in 10
minutes or less would be advantageous to some, but a real benefit for those who need
to be back to work in 30 minutes.

2. Use this tool to organize your product/service’s features, advantages, & benefits.
Features Advantages Benefits