Early in my sales career I did retail. My first experience in the trenches was selling consumer electronics for Federated and Dow stores in the SoCal area. Anybody remember these guys? Camcorders, Rear projection TV, audio gear, and during this time the first CD players shipped. Fun stuff for a young tech geek like me. In my early days, they put me in the front corner of the store selling cheap phones and answering machines to old lady’s and spend thrifts, not exciting. They didn’t want me selling the cool stuff and high-ticket items quite yet. So, I polished my retail skills with people coming in looking for micro cassettes for their Panasonic answering machine. Hard to hit a quota this way!

Meanwhile, I got some training through a video course called “SPIN Selling” by Neil Rackham. Many sales people probably remember seeing some of this training back in the day. It was classic stuff, and they were smart to have us exposed to these ideas before we sold the $2500 camcorder with extended warranty and accessories. By the way $2,500 in 1988 is equivalent in purchasing power to about $6,849.58 today (Inflation Calculator), a pretty spicy meatball.

But the course I remember most was some “FABB” training by someone whose name I cannot recall or find online. The FABB process (Features, Advantages, Benefits, and Emotional Benefits) really clicked for me.

Basically, it walked through how to sell normally, talking about features and benefits, but then going for the punch line: the “real benefit”.

For example, on a stereo receiver:
• Features (power switch)
• Advantages (inferior brands have a power button which might accidentally be switched)
• Benefits (no need to unplug the device)

The FABB model adds the “Real Benefit”, or the “Proof”, where you connect to emotions.

An exaggerated example could be:
Real Benefit you’ll be the coolest guy in the neighborhood when they see this power switch that was designed by a NASA engineer.

The core idea is to appeal to emotional drivers such as money, status, and professional security.

Remembering these early sales lessons helps when marketing modern technology services.

For ITAD services, such as secure data destruction, the focus should move beyond technical features toward emotional value. After all, marketing is ultimately about people, not companies. Think about what the IT asset manager is worried about when you hear the phrase “what’s keeping you up at night.”

When mapping FABB marketing claims, consider standard marketing messaging versus real benefit messaging.

Grade Assessment of Marketing Messaging

Most companies perform well in communicating Features, Advantages, and Benefits such as compliance, certifications, risk reduction, sustainability, and ESG alignment.

However, Real Benefit messaging is where differentiation occurs.

For example, one strong claim was:
“Avoid being the center of yet another data breach headline.”

This communicates personal professional protection, which translates to career and reputation security.

Another strong claim was:
“Your company’s reputation is at risk.”

This also implies personal responsibility and reputation protection for decision makers.

The key is to present emotional claims in a professional, business appropriate manner.

Example Real Benefit Marketing Ideas for ITAD Secure Data Destruction

Who do you call when perfection is the only solution for secure data destruction? Sleep well at night knowing your data is protected with OUR COMPANY.

What does a single lost hard drive cost you? Choose an ITAD partner who understands the real price of failure.

Secure data destruction is never routine. We protect your reputation and company data so you can focus on other priorities. Like the weekly football pool.

The advantage of real benefit marketing is that it helps reduce price sensitivity by emphasizing personal and organizational security.

Storytelling is also a powerful marketing tool.

The movie Tommy Boy provides a classic example where emotional product value was communicated, even if execution was imperfect.

The core lesson is that sales messages should connect technical services to human outcomes.

Stay tuned for future articles where FABB principles are applied to additional ITAD service offerings.

Circular Momentum helps ITAD companies build stronger value communication strategies. Contact www.circmo.com or email pete@circmo.com for more information.