WHY SELL TO CUSTOMER’S OUTCOME?
When I am asked by clients to step in and help them address key existing accounts that appear to be in trouble, I find one consistent thread in virtually every instance—my client, the seller, did not sell to their customer’s outcome. Rather they focused on selling their own products and services (with their features, functions, etc.). When their customer is unhappy with the results, and is considering a change, invariably the sellers are perplexed. From the seller’s perspective their products and/or services are “performing as advertised.” What’s to be done? Unfortunately, there may not be much that can be done to save this customer since the actions should have been taken long before now.
Creating Value – Selling to the Customer’s Outcome
As I’ve stated before, selling is nothing more than creating the potential for value for the customer. Don’t waste their time pushing your products or services. Don’t try to convince them they have a problem they don’t believe they have. Simply seek to understand what the customer is trying to achieve – meaning the outcomes they want to obtain and how they will measure success for those outcomes. How they will measure success is ultimately how they will measure value. You create value by showing them you are capable and committed to providing more or better or faster or cheaper outcomes than their next best alternative.