Advantage-Benefit-Argumentation is a strategy for the presentation phase of a product. But it can also be used outside the sales process to "sell" activities or even opinions.

This vehicle has cruise control. It maintains the speed set by the driver. This allows you to focus more on traffic. It means more safety on the road and saves money on speeding tickets.

I suggest we go to the cinema instead of watching the movie at home. The big screen in the cinema makes it easier to read subtitles. This means more comfort for you, as you can enjoy the movie without reading to me.

Advantage-Benefit-Argumentation consists of four parts.

Product and Service

The offered product or service. Outside sales, it can also be an activity or opinion.

• This vehicle
• The cinema
• The water carbonator
• This car

Feature

Features are information, facts, and data about the product. Sellers should know them in detail. Good preparation is essential for successful selling.

• Cruise control
• Big screen
• CO2 cylinder
• Rearview camera with acoustic warning

Advantage

Advantages are product features that provide benefits to the customer. They are positive outcomes of solving a problem.

• You can focus more on traffic
• I can read subtitles better
• You always have fresh sparkling water at home without carrying bottles
• You can see the area behind the car more comprehensively and easily

Benefit

The benefit helps the customer satisfy a need or expand possibilities. It's a measure of satisfaction and happiness.

• Safety (on the road)
• Save money
• Comfort
• Save time

What is a Need?

A need is the desire or longing for a product or service. It's more emotional. For example, a need for safety or comfort. Consider Maslow's hierarchy of needs!

Distinction Between Demand and Need

Unlike a need, demand is the request for a product or service needed. It's more factual/rational. It focuses solely on features.

The Right Formulation

In Advantage-Benefit-Argumentation, it's important to effectively link the product/service and feature with the advantage and benefit. Use connecting words like "...and that means..." or "...and this gives you...".

The water carbonator with its CO2 cylinder has the advantage of always having fresh sparkling water at home without carrying bottles. This leads to high comfort and more time for important things in life.

This car with a rearview camera and acoustic warning has the advantage of seeing the area behind the car more comprehensively and easily. And that means a real gain in very comfortable safety for you.

The probability of closing a sale increases when the seller repeats the key terms used by the customer during the needs and demand analysis. This makes the customer feel validated in their buying decision.

Examples (Table View)

Product	Feature	Advantage	Benefit
Car	Rearview camera with acoustic warning	More comprehensive and easier view, fewer damages, more fitting parking spaces	Comfort, safety, cost, time savings
E-Bike	Built-in motor	Less effort for high speeds	Comfort, (riding) pleasure, time savings
Coffee Machine	Multiple program buttons	Various coffee options at the push of a button	Comfort, time savings, enjoyment
Lawn Mower Robot	Configurable mowing times	Lawn is mowed automatically at desired times	Time savings, comfort, freedom