Close more sales when you enable outcomes rather than offer features!

Why a client buys can be confusing. Is it for features with capabilities or outcomes with good results? Thinking back, I remember an executive meeting about a severe sales problem with a product. The responsible manager highlighted actions adding selling options, pointing out that this team was the first to create and take these steps. The Executive quickly countered: 'I don't care about being first. I care about the results. I want off the bottom' - outcomes were his priority.

Many Founders assume their solution's unique features pull a client into a sale. Hence, the sales strategy is to describe and educate. More education spills out when the sale stalls, as the client must not appreciate the features' capability. So a never-closing sale unfolds – educate, stimulate questions, and educate. Rather than motivating action, the Founder is teaching.

Outcomes before features and capability.

Founders proposing outcomes meet with different reactions. First, they ignite curiosity when something not possible may now be likely. 'That gets my attention; say more.' Soon, better consequences come into view. Now,  Founders hear words like worthwhile or essential. Followed by, 'What does it take to make this happen?' A decision is forming. The client wants to grasp how your result is possible. 'Please, cover the marvelous features and capabilities enabling the outcome.'

Getting new results feels good and helps a company. Emotions are the hidden drivers behind decisions. Founders help business executives look good by building effective and efficient organizations. And everyone feels great while doing it.

Are you pondering my thoughts on this post? Share what is on your mind at converse@marketenabledsales.com.