Join today
Master the FABO Pyramid — Sell Value, Not Features
Communicate your value the right way, your customers will be willing to pay more and you will see your deal conversions go up!
Write your awesome label here.
Write your awesome label here.
Tired of selling features no one cares about?
Tired of selling features no one cares about?
If you’re in B2B sales, pre-sales, marketing, or consulting — you know that talking about what your product or service does, isn’t enough.
The best deals are won by those who can clearly connect their offer to what customers gain — personally and strategically.
That’s where FABO comes in.
Change your sales game | Adapt | Win
When you apply the FABO Pyramid, you're not just improving your messaging, you're changing the game for how you sell:
► Shorter sales cycles
Buyers understand the value faster, so decisions happen quicker.
► Shorter sales cycles
Buyers understand the value faster, so decisions happen quicker.
► Higher win rates
You stop sounding like every other vendor and start speaking your buyer’s language.
You stop sounding like every other vendor and start speaking your buyer’s language.
► Stronger stakeholder alignment
You connect with technical users and strategic decision-makers in one structured message.
You connect with technical users and strategic decision-makers in one structured message.
► More confident selling
You always know what to say next, whether you're asked about features or business outcomes.
You always know what to say next, whether you're asked about features or business outcomes.
FABO improves your sales communication
It follows how people actually buy:
from what it does → to what it means → to why it matters.
The result?
More clarity. More confidence. More closed deals.
More clarity. More confidence. More closed deals.
Overview
What You’ll Learn in This Course
Stop “feature dumping” and sell with confidence
Align your messaging with every stakeholder (from user to C-level)
Structure proposals, demos, and conversations using FABO
Know how to build up your proposition
Create value statements that actually convert
Collaborate better with marketing on messaging
What's included?
-
5 Chapters
-
1 Certification
-
1 Quiz
-
5 Videos
-
2 Downloadables
Communicate your Value like never before
Bite-sized lessons you can apply immediately
with real-world examples (including a simple office chair and complex B2B services). The course includes practical tools like the FABO Action Plan and interactive builder
downloadable worksheets and templates
Increase Your Results
Today
FABO helps you sell smarter by connecting features to real customer value. Instead of listing what your product does, you show why it matters — to users and decision-makers alike. The result? Faster decisions, stronger buy-in, and more closed deals.
Meet the instructor
Yuri van der Sluis
Yuri has 25 years of Sales experience and has spent almost 20 years training B2B Sales professionals around the globe. He is often asked to consult, speak, coach, and train sales teams to improve their results by revisiting the strategy, process, and client engagement. Yuri has 3 kids and has a passion for sports, food, and travelling around the globe.
Patrick Jones - Course author
We are a high-end Online Sales Educational Platform to help b2b sales professionals succeed in achieving their personal goals.
Created with
