By Rob Nixon
If you went to a sales training course a few decades ago you would have been educated that “selling is telling.” That might have been the case when product quality was the key differentiator and to sell your product.
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You would follow the old formula of F.A.B. – features, advantages and benefits. You were taught to talk about the features of your product, talk about the advantages of the product and then finally (after more talking) you would tell the client the benefits of the product.