FAB selling is not complex! It’s traditional and well known – however, it’s often badly done and perhaps the single biggest mistake made by recruiters is ‘feature dumping’.  As the name suggests this is where the sell is not tailored to the client or candidate at all and typically sees the recruiter merely reeling off a set of features.  Even if you have selected the most relevant features to sell, without highlighting the advantages and benefits that these create for the recruiter the ‘sell’ will sound generic and fail to answer the question “What’s in it for me?”