Benefit is listed seven times in the oxford English dictionary, the common use of Benefit is to gain an advantage or profit. FAB already uses advantage, so it clear the intention of EK Strong’s FAB is to somehow distinguish a difference between an Advantage and a Benefit. We as sales people are not dealing with benefit, it is not ours it is our customer benefit, thus it means, It is something that a customer gains from our product or service a feature or an advantage that a customer find benefiting to their needs.
When Strong documented FAB he was attempting to make it easy for salesmen of his time to identify how the deliverable of the insurance products they sold were to be made relevant to their customers. Sales people were meant to analysis a customers situation using their eyes and ears. In Strong’s case studies the sales people he observed spoke about how the beneficiaries of the policies how be effected by the sum of the insurance policies. There were no assumption in the case studies of EK Strong the features of the products sold were directed at the each and every individual need, thus creating a benefit!