Should we be selling ‘solutions’ or outcomes? – Outcome Centric B2B Selling
-all sales methodologies regard a sale as complete once an order has been booked. But if we look at the exercise from the customer’s perspective, it should be obvious that their search for a solution (whether you call it a “buying journey” or a “decision journey”) is only over once its implementation has been completed and the expected results have been achieved.
-Confidence in outcomes
-decision confidence – or more accurately the lack of it – is now the primary factor in explaining why customers decide not to go ahead with projects that require a change in established methods or are associated with significant risk.
Establishing desired outcomes
-Focusing on understanding our customer’s desired outcomes has some profound implications for the sales process. It highlights the critical importance of our discovery and diagnosis process. It requires that we understand our customer’s current situation, their goals and desired outcomes, the impact of failing to achieve them, and the obstacles that are standing in their way.
-It requires that we recognise that if the perceived gap between our customer’s current situation and desired outcomes is small and stable, they are likely to stick with the status quo, but if that gap is large and growing, they are far more likely to accept the need for urgent change.
Mutual success plan
-Our collaboration with both the customer and our colleagues in implementation and customer success is best reflected in a mutual success plan that works backwards from the date by which the desired customer outcomes need to be achieved and establishes the key milestones and success criteria along the way, whilst clearly allocating key aspects of ownership.
salestransformation, saleseffectiveness, Marketing, digitalmarketing, B2B