The Best Business Sales Or Promotion Presentation Ever – Feature, Advantage, Benefit (FAB)

Today a great business presentation is either live or is as least a video presentation. Think about it. There is a reason television dominates. Now, you are probably here because of a presentation you will be delivering in person. While not technically a video the same rules apply. A great presentation will follow the same format. Also, the presentation will assure that the same items are covered. So, let’s jump into those.

A great presentation has about 8 to 15 seconds to grab your audience. This is as true in person as in a video. In person, they’ve committed to the presentation, but if you don’t grab them and hold them quick you are going to have to begin presenting to their objections. Get their attention and keep them with you is a safer way to perform. I recommend that every presentation begins with at least the following: “During today’s presentation, I’m going to show you why this blah, blah, blah is the blah blah you can consider (or some such).” You open with a hard hitting statement that captures their attention and sparks their interest. Avoid the pitch… Let them reach their own conclusions based on the information.

Now comes the fun part! You are going to use the Feature – Advantage – Benefit (FAB) format. They way this works is you present the “feature” you want you audience to recognize, appreciate and choose. This should be a hard factual description or numbers. Next, explain the advantage. Our investment offers low debt leverage (feature) reducing your risk (advantage). Because of this, you won’t be joining investor calls where you learn that your investment has evaporated. You’ll be part of a reasonably worry free opportunity. There will be immediate cash flow (feature). And so on.

In your presentation, the way this works is the following:

  • Keep it moving. The presentation should be animated. Features should move on to the page. They should shake and dance.
  • Advantages should be represented by some graphic.
  • The benefit should be illustrated with some emotional add on to the graphics.

Wallah! You are off to the races. Great presentation. Simple format. Emotion packed. All of this tied together with words and visuals that make the entire package make sense. You lead your audience down the path explaining the topic. They understand why this is important to them and what they gain. Finally, they FEEL the benefit. The raw emotions shine through causing them to take the next step. They are lined up and ready to go. They are ready to buy! Good luck with your next business presentation.

How an ISO Consultancy Can Assist You in Getting ISO 55001 Certification

Assets are invariably the elementary elements of a business. The assets’ functions or the value realised from them are the basis for a business. Those assets, whether physical, human, capital, or intangible, help to deliver the desired products/services. A strong Asset Management System (AMS) is necessary to take care of every asset and to make sure that they perform effectively in the best interest of the business. The ISO 55001 certification is the ultimate key to create and establish a good and practical AMS. By specifying the requirements of the AMS, it ensures proper coordination, planning, selection and classifying of the assets which helps in maintaining them throughout their lifecycle.

Despite the significance of this AMS certification, most businesses still have their AMS improved and certified because of the complexities and higher expenses involved in the certification process. However, without giving up, they need to get a dedicated ISO consultancy that can help them to obtain the ISO 55001 certification in the smoothest possible way. The next section explains how an ISO consultancy assists your organisation in getting your AMS ISO-certified.

Agile Certification Process Followed by ISO Consultancy for ISO 55001 Certification

An ISO consultancy takes you through the following stages to make sure that your AMS is ready for the certification.

Initial Consultation/Discussion

The process begins with an open discussion or consultation where the agency will seek to understand your needs or expectations for the certification. Their expert consultants will then want you to learn about the requirements of the ISO 55001 standard. They will help you to understand how the AMS should be developed depending on your organisation’s size, processes, and types/sizes of assets. Together, you can then define the objectives and specifications for your AMS.


The consulting agency then performs a pre-audit of your organisation’s current asset management framework. It is a gap analysis that helps in uncovering the strengths and weaknesses in your present AMS compared to the ISO 55001 standard’s requirements. This helps in assessing the areas that need improvement. Accordingly, the agency will plan with your managers and decide together the actions needed to mend the gaps and reform the AMS to comply with the requirements.

Planning and Implementation

The consultancy will then provide a detailed guide on improvising the AMS and initiating the certification process. They will provide tailored services, such as documentation instructions, employee training, implementation support, etc. based on the improvements required in the AMS. They can also agree to provide ongoing assistance to help you maintain the ISO certification compliance in the long run.

Stage 1 Audit

Once the implementation of a revised AMS is complete, some assessors from the consultancy start with the process of audits to ensure your readiness for the certification. The first stage of assessment includes reviewing the AMS documentation, measuring the goals, and assuring the role of your management in AMS. With this evaluation, the consultancy can declare whether your AMS is competent and eligible for the certification. The assessors also explain their observations from the audit and coordinate any actions necessary to further enhance the AMS for final certification audit.

Stage 2 Audit

The same assessors or a specific team of auditors from the consultancy then again audit your AMS on-site. They first examine it to ensure that the applied management system is at par with the documented system. Then, they will evaluate the effectiveness of the AMS in managing and optimising the assets, based on the inspections, asset data or relevant records, on-site observations, and interviews. The auditors then present the findings from this second stage audit clearly in a report and discuss them with your management team in a closed meeting. They highlight the areas that need improvement or can be improved for better effectiveness and compliance assurance.

Registration and Certification

The consultants help you get a good certification body or a registrar to apply for the certification. They can guide through the certification registration process and help at fulfilling all requirements before achieving the certification. Following that, the certification body does an external audit and after being convinced that every ISO 55001 regulation is met by your AMS, they will provide the certificate.

Surveillance Audits

After the certification has been achieved, the consultancy can conduct surveillance audits on semi-annually or quarterly basis to ensure that the AMS maintains its compliance with ISO 55001 standard. As the certification is valid only for 3 years, surveillance audits are to be carried out to check your ongoing conformity to the standard’s requirements. They will also conduct on-site surveillance audits to help you discover potential areas of improvement and to focus on sustaining the efficiency of your AMS.

Going through all these stages of the ISO 55001 certification by yourself can be complicated and challenging. However, you cannot deny the need for a good AMS in your organisation to maximise the active life of your assets and ensure greater returns from them. It subsequently helps you to ensure continuously increase your financial performance. Therefore, getting a reliable consultancy that can assist you throughout the certification process is always recommended.

Why Knowing Your Past Is Important For Your Present

I am reading a fascinating book right now called, “What Disturbs Our Blood”. It is a true story of a man desperate to uncover the deep dark family secret of what happened to his grandfather – a prestigious and highly respected physician. After watching his own father, also a highly regarded physician, attempt suicide the author realizes that he must understand more about his paternal line or risk facing a similar slide into severe depression. The author who is a journalist, does an impressive search of his family history which takes him from Ontario to Ireland and then from coast-to-coast across the United States and Canada. His findings confirmed his suspicions that his grandfather also took his own life. Both his grandfather and father were at the pinnacles of their careers and showed no signs of an impending deep depression. It is armed with this information that the author not only wants to celebrate the significant accomplishments in bacteriology and immunology by his father and grandfather but it provides him with the motivation to start dealing with his own demons before they take hold of him.

The book inspired me to once again consider my own family history. Several years ago I started some genealogical work but quickly ran into dead ends. The family history on my Dad’s side (paternal) is incredibly muddy and the elder generation is either in no mood to talk about the history or has blocked it out. Undeterred, I hired a genealogist but without any leads from those alive, she ran into the same dead ends. I have learned enough to know why the history on my paternal side is rarely discussed but I also learned that my blood line are not as WASPy as I once thought. On my Dad’s side I am a mix of English, Irish, and German. Recently, I received an email from a distant cousin whom I have not met but she explained that my great, great, great grandfather was a shoemaker and is buried in Hull, Quebec. This might explain my shoe fetish and attraction to Quebec!

Beyond the somewhat trivial findings one can dig up with a genealogical search, it can be useful for examining health patterns in your family. If, like the author of “What Disturbs Our Blood” you find a significant history of mental illness, it might prompt you to consider your own health status. Similarly, one might find genetic links to diseases like cancer, heart disease or multiple sclerosis. Since most diseases are expressed as a result of genetic and epigenetic factors, a significant lifestyle change could alter the course of your life. It is funny how the older you get, knowing about where you come from seems more important. As Carl Sagan once said, “You have to know the past to understand the present.”