What Is Outcome Based Selling? Tips and Examples

Consequence based mostly promoting is a bit like promoting a imaginative and prescient of the long run. It’s about listening to what your buyer desires to realize and framing your supply because the factor that helps them do it.

Realizing what your clients need isn’t all the time so simple as asking, “What are your enterprise objectives?” To get a full image of what they hope to perform and what’s standing of their manner, you need to dig a bit deeper. That’s the place end result based mostly promoting is available in; discover ways to use it assist your patrons envision a greater future.

What you’ll be taught:

What’s end result based mostly promoting?

Consequence-based promoting is a gross sales technique that prioritizes a buyer’s wants and desired outcomes, utilizing this because the lens for many — if not all — gross sales techniques within the gross sales course of. On this manner, you’ll be able to paint an image of a long-term end result your supply helps them obtain. It differs from product-based promoting, the place a vendor leads with their providing’s distinctive specs and instant advantages.

An outcome-based strategy to promoting requires you to ask high-impact questions that get to the basis of your buyer’s challenges and make them really feel understood. It additionally requires you to remain linked as the answer is applied and work to ensure the outcomes you promised are achieved.

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How is end result based mostly promoting completely different from resolution promoting?

Whereas each approaches require attending to the center of your buyer’s objectives and ache factors, outcome-based promoting focuses on exhibiting your buyer how your product will help them obtain their enterprise objectives.

Answer promoting, then again, focuses extra on fixing an issue — usually a really particular one. In some circumstances, resolution promoting can contain a degree of customization that advantages the client greater than it does your enterprise.

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Why is end result based mostly promoting necessary and what are the advantages?

Consequence based mostly promoting focuses on serving to clients hit their objectives. This engenders belief, which makes it simpler for prospects to signal on the dotted line. This belief part is just not new to the gross sales house; our State of Gross sales report discovered that 87% of enterprise patrons count on reps to behave as trusted advisors.

In case your clients see you as an authority and a help — somebody they will depend on to assist them obtain their enterprise objectives, even when it doesn’t imply a sale — they’re extra more likely to belief you when it comes time to pitch your product. It additionally opens the door to upselling alternatives and referrals all through the connection that result in extra leads.

Listed below are three advantages of end result based mostly promoting:

• Elevated deal worth: If you take heed to your buyer and achieve their belief, you might uncover extra promoting alternatives within the course of.
• Elevated gross sales velocity: If you concentrate on outcomes — and belief — patrons usually tend to offer you solutions to high-impact questions that may reveal vital deal info early within the gross sales course of. This may increasingly enable you to advance a lead extra rapidly by the gross sales cycle.
• Lengthy-term relationships and future offers: Exhibiting that you just’re invested in your clients’ success will help them view you as a trusted advisor. This belief can strengthen the connection and result in future gross sales alternatives and referrals.

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What are some challenges of end result based mostly promoting?

Whereas there are various advantages to this gross sales strategy, there are additionally some notable challenges:

• Longer time dedication: To get to the center of a prospect’s challenges and desired outcomes, you need to transcend a fast electronic mail trade or cellphone name. You will need to spend the time it takes to know enterprise objectives, which can require a number of, in-person conferences, visiting a enterprise, and talking with different stakeholders. It’s onerous to estimate how lengthy this course of would possibly take, and it’ll fluctuate from buyer to buyer.
• Further coaching: In case your reps are used to a product-based promoting strategy, it may possibly take time for them to regulate to a extra buyer and outcome-oriented mindset. You will need to have the assets and training out there for them to succeed. Even then, it may possibly take time for reps to get snug with one other promoting strategy.

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The best way to use an end result based mostly promoting strategy (with an instance)

To grasp the method of end result based mostly promoting, let’s stroll by a sale with La Familia Panaderia, a neighborhood bakery.

A neighborhood staple, the Panaderia has been owned and operated by the Lopez household for generations. After not too long ago gaining reputation on social media, they added a second manufacturing location and expanded their employees from eight to 30.

Their off-the-shelf bookkeeping software program was ok to cope with payroll and invoicing for the unique location, however the brand new accounting calls for have proprietor Daniela Lopez frantically researching extra sturdy small enterprise accounting software program.

Right here’s the way you would possibly use end result based mostly promoting to assist:

1. Ask open-ended questions to know the issue

To get to the basis of Daniela’s issues, ask open-ended questions like “What hasn’t been working as nicely since your enlargement?” “What may assist make issues run extra easily?” and “What’s your greatest objective for the 12 months forward?” You wish to perceive what wants to alter for her rising enterprise to succeed.

Solutions to your questions would reveal main issues, together with:

• Well timed payroll and invoicing: She desires to ensure her employees are all the time paid precisely and on time and that invoices are despatched out, logged, and tracked robotically.
• Lack of consolation with new expertise: Daniela is apprehensive that she gained’t be capable of preserve as shut an eye fixed on her funds as she did when she was doing all the pieces manually.
• Studying curve: As a lot as she is aware of she wants a extra environment friendly system, Daniela is apprehensive about how lengthy it should take for her to discover ways to use the brand new software program.

In the end, you be taught that Daniela desires pace, accuracy, and peace of thoughts. Now, you have to body your product as the proper approach to obtain these outcomes.

2. Supply an answer that creates the specified outcomes

Now that you just perceive Daniela’s desired outcomes and issues, you’ll be able to body your product in a manner that solves her instant challenges and eases her thoughts for the way forward for her enterprise. It’s time to make the sale, so that you discuss by her issues and concentrate on her desired outcomes:

• You spotlight your software program’s built-in payroll characteristic. It will probably automate payroll and invoices and preserve an in depth transaction historical past, making bookkeeping a breeze.
• You clarify how your software program will make it simpler than ever for her to regulate her funds as a result of she will log, arrange, and observe all the pieces in a single place. She will even arrange notifications to alert her at any time when payroll is initiated or invoices are paid.
• Subsequent, you stroll Daniela by a fast demo of your software program. You spotlight its user-friendliness and present her tips on how to deal with a few of her most typical actions. You additionally let her know that you’ve got a 24/7 buyer help group that may help her with any points that will come up after implementation.

3. Shut the deal

By the top of the dialog, Daniela can really envision a brighter future. She sees how your software program will assist her operations run easily so she will concentrate on what her enterprise does finest — making scrumptious meals.

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3 ideas for profitable end result based mostly promoting

When you’re new to this strategy, listed below are some issues to remember:

Be a trusted advisor

Go into buyer conversations with a consultative mindset. As an alternative of excited about what you’re promoting, take into consideration the way you’re going to assist them obtain their most necessary objectives. This fashion, you’ll be able to tailor your pitch in a manner that gives desired outcomes.

Ask the fitting questions

Ask open-ended questions that allow feelings and nuance into the dialog. As an alternative of asking “Is accounting a problem for you?” (a sure/no query), ask “What’s disrupting your workflow?” or “What would make your life simpler?” At all times be actively listening for alternatives to dig deeper with follow-up questions.

Observe articulating worth

How does your product assist obtain the client’s desired outcomes? As an alternative of broadly stating that your software program will help them handle their accounting processes, level to particular ache factors they’ve already talked about and outcomes they need. Be ready to offer case research and information that help your claims so prospects have one thing concrete on which to base their choice.

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Put your self in your buyer’s footwear

Consequence based mostly promoting is simply profitable whenever you put your buyer first. And it may possibly take time, endurance, and understanding. However, in case you consider the specified outcomes that your product will help clear up, you’ll be able to create long-term clients who belief you and worth your partnership.