Speak Human: How to Translate Sales Speak into What Your Clients Actually Understand
If your sales pitch sounds like alphabet soup (CRM, ICP, KPI—oh my), your clients might be nodding politely while screaming internally. Let’s break the code and turn your sales strategy into something people actually get—and buy.
Ditch the Jargon: How to Use the FAB Sales Method to Improve Your Sales Strategy
You know you’ve been in sales too long when you start talking in acronyms like you’re fluent in a language no one else speaks.
“How’s your CRM set up? Have you identified your ICP? What KPI’s are you tracking?”
Cue the blank stares.
We get it. You’re in the zone. You’ve hit your sales stride, mastered the lingo, and can pitch in your sleep. But here’s the thing—your clients have no idea what you’re saying. And if they do, they’re probably still not clear on why any of it matters to them.
So let’s pump the brakes on the buzzwords and talk about how to actually connect with the people you want to sell to.
Enter: The FAB Method
FAB stands for Features, Advantages, and Benefits. It’s the Rosetta Stone for sales lingo. It helps you take your complex product or service and explain it in a way that people actually understand—and more importantly, care about.
Let’s break it down:
Feature: What it is
Advantage: Why that’s a good thing
Benefit: What it means for the client
Sounds simple, right? Because it is. And it works.
Let’s do a little sales-to-human translation together:
Example 1: CRM (Client Relationship Management Software)
Feature: It tracks every interaction you’ve had with your leads and clients.
Advantage: You don’t lose track of conversations or miss important follow-ups.
Benefit: You stay top-of-mind and close more deals. Boom.
Example 2: ICP (Ideal Client Profile)
Feature: It defines your dream client based on data and traits.
Advantage: You stop wasting time chasing the wrong leads.
Benefit: You start selling faster, easier, and to people who actually want what you offer.
Example 3: KPI (Key Performance Indicators)
Feature: These are metrics that measure your progress.
Advantage: You can track what’s working and what’s not.
Benefit: You stop guessing and start growing.
Why It Matters
When you're in the weeds of your business, it’s easy to assume people “get it.” But they don’t. And it’s not because they’re not smart—it’s because they’re not living and breathing your product every day like you are.
Using the FAB method forces you to slow down, simplify, and connect.
Spoiler alert: That’s what sells.
Because people don’t buy products—they buy solutions. They buy things that fix a problem, save time, make money, or just plain make their lives easier.
How to Start FAB-ing Your Stuff
Take your top 3 offerings and write out the feature, advantage, and benefit of each one. Say it out loud. Does it sound human? Could someone outside your industry understand it?
If not, try again. This isn’t about sounding smart. It’s about making sense.
And if you’re stuck? That’s what I’m here for. At The Middle Six, we help businesses turn their tangled sales message into something your clients can get excited about. Need help reworking your pitch or sales deck into FAB mode? Just ask. Seriously. We live for this stuff.
Because jargon doesn’t sell—clarity does.
Want me to help you turn your next sales pitch into FAB gold? Contact us and let’s get your message straightened out.
About Lisa Proeber
Lisa Proeber is the force behind The Middle Six®. With more than 20 years of high-performing sales experience, she brings a breadth and depth of knowledge to her solo venture. The Middle Six® is not a gatekeeper; it opens the gates for anybody to learn how to succeed at sales. Sales is not a dirty word; it's equal parts art and science, starting from the bottom up. Ready to become a salesperson with a roadmap in hand? Join us, and let's make waves together.
