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FAB Modules

What is FAB selling?

The simple FAB formula is a tried and tested way of selling. Adding advantages and benefits when presenting each unique selling proposition of the feature of something is more than just saying the feature list. FAB is more than an explanation, it is romancing the features and getting ready to close.

By practicing and learning the FAB of your features you will increase your knowledge and confidence when presenting those features. You are sharing your opinion and expertise on features and that is what prospects require and how they build confidence in you and your product. Clients begin to understand those advantages and the benefits to them. 

The end result has to end up with an increased bottom line in closing more deals. Prospects will become clients and will take the extra satisfaction that customers receive knowing they have purchased a great product full of features and benefits from an expert.

Feature? A feature is a feature.

Advantage? The advantage is the positives of the product.

Benefit? The benefit is the positives for the prospect and what the prospect receives out of the feature and its advantages.


The FAB formula makes you think about your products or services in detail, what is it, what makes them great, and why someone wants it

Features

What is a feature?  A feature is a distinctive attribute or aspect of something.

A feature is can be defined as a distinctive characteristic of a good or service that sets it apart, a means of providing its advantages and benefits to customers.

Customers want advantages and benefits and do not care much about the features that are touted by every supplier as unique or superior.

Features can be single or multiple features, but each feature will require its own advantages and benefits or else they lose its opportunity to be a unique selling proposition and set it apart from the competition.

Some people will buy from features alone (ie great size), and some will see the features as a negative (ie too big), but most prospects will want more information (ie why this size is good).

Let me explain FAB in detail

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Advantages

What is an advantage? An advantage is more than just the feature; this is where you talk more about a feature and you take a prospect’s understanding of the feature to a new level.

Advantages can be described as a condition or circumstance that puts something in a favorable or superior position to others.

This is where the selling starts and you take prospects on a journey to making their decisions.

Features all have advantages and if they are unique advantages to that product then even better. By describing the advantages of any features you begin to raise awareness and possibly more questions and involvement from a prospect about features.

So talking about advantages is a condition giving you more chances of success.

Some people will buy from advantages alone (ie great size, I need the size), but most prospects will still want more information (ie why this size is for me).

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Benefits

What is a Benefit? Benefits are where you make it personal; the benefit of a feature is to help a prospect with those advantages or profits that a prospect obtains from a feature.

What’s the difference between an advantage and a benefit?

In selling, an advantage is something about the feature itself, whereas a benefit is something that is of benefit to the prospect if they buy the product and its features.

Prospects begin to buy from features and advantages but benefits are where a prospect begins to believe this is for them, as benefits are about them, you combine benefits for them with the advantages of the feature.

An example of FAB in real estate could be; This properties kitchen has a great aspect to the sun, an advantage is that in winter it is warmer when the sun shines into the kitchen in the mornings and the benefit to you when you wake up in the morning in winter for breakfast you have this beautiful sun to enjoy while you have your morning coffee plus the heating costs are much less due to its warmth

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Module 1

Let's make more money

Featured Product

Feature: Featured Product 


Advantages:

  1. Influence the diner with the first product the guest will see on the menu. 

  2. Changes as the service changes - Eg: A Bloody Mary at Brunch then evolves to an Espresso Martini at Happy Hour. 

  3. Get your guests ordering faster


Benefits:

  1. Opportunity for brand partnerships

  2. Less wastage & increase sales of high GP items.

  3. 1.5% of additional revenue comes from the Featured Product.


Pitch example: 

The featured product is the first product a guest will see on the menu. The featured product can change depending on the service period & is a great way to get your guests ordering that Aperol Spritz in happy hour even faster! 


Increase sales on high gross profit products & also increase awareness of any brand partnerships you might have. 

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Quick Sells

Feature: Quick Sells


Advantages:

  1. Guilty pleasure moment just before placing your order.

  2. Based off the venue's business intelligence

  3. A bartender does not offer you fries with your beer! 


Benefits:

  1. The additional revenue that an operator has not captured before. “Has your bartender ever asked if you would like fries with your jug of beer?”

  2. No additional setup for the operator.

  3. 3% of guests will add an item from the quick sells menu at checkout. 


Pitch example: 

Based off BI - Quick sells seamlessly asks your guests to have that guilty pleasure moment. Just like reaching for a chocolate bar or soft drink at the supermarket checkout. 


This is a missed revenue opportunity! 

How many times does your bartender or waiter ask you if you want to add fries to that round of drinks? 

With me&u Quick Sells 3% of your guests will fall for that guilty pleasure moment at checkout. 


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Another Round

Feature: Another Round?


Advantages:

  1. me&u remembers your last beverage order - prompting you to reorder the last round again when you tap on. 

  2. Guests save time while placing their next beverage order.

  3. A more convenient re-ordering experience.


Benefits:

  1. Guests are happier because they are not waiting in line or looking for busy staff members. 

  2. Revenue will continue to flow due to ease of re-ordering & help increase sales. 

  3. 20% of guests order another round when prompted.


Pitch example: 

Another round asks guests if they would like to order the same drinks again creating a more convenient & memorable re-ordering experience.


No more standing in line or flagging down a waiter. Give your guests a WOW moment, 20% of guests will use another round feature to reorder. 


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Upsells & Cross-sells

Feature: Upsells & Cross-Sells


Advantages:

  1. Guest are prompted to add extra food items to their meal.

  2. Suggested food & beverage pairings. 

  3. Create food & drink combos for a convenient ordering experience.


Benefits:

  1. Convenient ordering experience.

  2. Staff shortage? me&u is always selling

  3. Across the globe, avg incremental spending is 27.5%


Pitch example: 

The ability to upsell & cross-sell is seamless. 

Guests are prompted to add extra food items to their meal and there is also a great opportunity to showcase suggested food & beverage pairings.

Eg: Pairing a local shiraz with your steak.


Even during a staff shortage me&u always provides an opportunity to increase your revenue. Across the globe, our average incremental spend is 27.5% higher than those ordering at the counter. 


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even more...

Premiumization

Feature: Premiumization


Advantages:

  1. Premium products are the first products guests see on the menu. 

  2. Greater access to the back bar of spirits & wine lists. 

  3. Special or recommended tags will influence the guest's decision. 


Benefits:

  1. Increase GP margins & F+B revenue

  2. “How many times do you just get the house gin?”

  3. Brand partnership opportunities


Pitch example: 

Premiumization in the spirits world is booming!

By adjusting the order in which your products are shown you can provide greater visibility to the premium products on the back bar. 


Guests will no longer just be ordering the house gin, this will also see an increase in revenue & a greater opportunity for brand partnerships.  

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Promotions

Feature: Promotions


Advantages:

  1. First-time users or all guests can use a promo code to receive a discount on their order.

  2. Promotions codes can be created for food & drinks.

  3. Guests are more likely to reorder after receiving a discount on their first order at the venue. 


Benefits:

  1. Happy customers for getting a discount on their order.

  2. The increased opportunity of the guest reordering. 

  3. Drive repeat orders & repeat patrons. 


Pitch example: 

Promo codes can be created for both food & drinks. 

This is a great way to drive guest engagement & increase usage.


Guests love a discount! 

Whether it's a first-time user or a repeat customer you're going to increase repeat orders & have happier guests. 


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Tips

Feature: Tips


Advantages:

  1. Guests can choose if they would like to leave a tip for a great experience. Speed & Personalization. 

  2. Tips are not mandatory and can be paid by either $ or %

  3. It feels like a seamless experience that fits within the whole ordering process. 


Benefits:

  1. Additional money in the team's pocket.

    1. Avg tip in USA is 18.6% / AUS is 5.6% / UK is 7.3%

  2. Tips will increase if you can get a beer delivered to the table quickly with a touch of personalization. 

  3. Default tip setting will help influence the guest's final tipping decision. 


Pitch example: 

The WOW moment for the guest is now about the speed of service & personalization. Guests are able to easily leave a tip as part of the ordering process with most guests choosing the default tip setting.


This is a great way to get additional money in your team's pocket. If you can get a drink delivered to the table in under 3 mins with a touch of personalization - those tips will increase. 


Avg tip in USA is 18.6% / AUS is 5.6% / UK is 7.3%


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Open Tabs

Feature: Open Tabs


Advantages:

  1. A familiar way of ordering.

  2. You no longer have to leave your card behind the bar or hand it over to the bartender.

  3. Manage your own tab


Benefits:

  1. Reduces fraud and chargebacks from the current way an open tab is run in the US.  

  2. Saves Management time at the end of the shift as they are no longer manually closing out open checks. 

  3. All transactions are pre-authorized/completed before a ticket is sent helping reduce walkouts. 

  4. Operators are able to refund orders on an Open Tab. 


Pitch example: 

Guests will have a familiar tab experience but no longer have to hand their card over to the bar. 


Save time your manager's time at the end of the shift & provide a secure tab experience for your guests & the venue. 


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Module 2

How to make your life easier

Kounta Sync

Feature: Kounta Sync


Advantages:

  1. Venues can be activated faster! 

  2. Easy to import & sync those weekly menu specials.  

  3. Less time managing menus for the Management & OPs teams.


Benefits:

  1. A shorter menu build time. 

  2. Reduced risk of errors when sending orders to the POS.

  3. Price changes made in POS will reflected immediately when you Sync.


Pitch example: 

Simply import your POS data into me&u, hit sync & all your updated POS data will be reflected immediately. Reduced admin time on those weekly specials & menu changes.


Reduce the risk of errors & admin time for your managers when it comes to those menu updates!

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