This is the final installment to follow up the original “WHY SELL TO CUSTOMER’S OUTCOME?”

As I stated in the original blog, it should come as no surprise to any long term readers that I consider this (delivering and getting credit for value) to be the most important aspect to managing value.  While many sellers believe selling, negotiating and booking the business the “show”, to customers they are simply a necessary evil. I know of zero key decision makers at customers who are measured and rewarded for issuing a PO. Rather they are measured and rewarded for delivering outcomes of a positive nature – and this is what they “hire” the selling organization to help them accomplish.