Outcome, not Income
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By John Newland in Selling Published: Friday, 16 May 08 - 03:22 PM (GMT) Last Updated: Friday, 16 May 08 - 03:35 PM (GMT) |
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When you are running your business, one of the main concerns you deal with every day is new customers. How do I find them? How do I sell them?
When you are positioning your product or service to potential customer, don't begin by thinking about taking your offer and "fitting" it to their situation. Think instead of what outcome your prospect wants to have. Think and talk about the effect that acheiving that outcome will have on the client. Find out what will happen if the outcome is not achieved. Figure out how to assign dollar values to the outcome, and to not having the outcome.
Once you have the outcome clearly in mind, now you can talk about how your offering will cause or help that outcome to result.
We buy outcomes and results, not products and services. You don't sell freelance administrative services. You sell 5 extra hours each week to the busy executive, which that executive turns into extra revenue, or extra value for his clients.
I am working with a customer that needs to hire 55 new salespeople this year. I am not selling recruiting or hiring services. I am selling 55 new salespeople with a 95% probability of success as opposed to the 50% success rate they have acheived on their own.
As a small business owner, you should never think of your offering first. Think of the outcome that you help your clients acheive, then work backwards. In addition to doing a better job selling, this process will also give you ideas on additional products and services to add to your primary offering that will help acheive those outcomes better or faster.
Serve!
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