My last blog covered some weighty concepts so over the next few posts I will dive in more deeply to each element.
As I stated in the original blog,”WHY SELL TO CUSTOMER’S OUTCOME?”, 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.
I received a lot of feedback and questions about how to sell to the outcome and what are the other advantages in doing so. I’ll attempt to summarize the answers in this continuation of the original blog. First let’s discuss how you might approach selling to an outcome. I find it helpful to imagine that your prospect is not simply interested in buying your product or service but also in paying your company to implement those products/services. Furthermore, let’s assume they will not pay you the full amount unless the products/services (and you) perform in a satisfactory manner. This is not so farfetched when you consider that most sales reps want to win, keep and grow an account! The “winning” may be relatively straightforward, but the “keeping” and “growing” become problematic unless the customer is happy with their original purchase.