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Most sales people learn to sell the features and the benefits of their products. All they do when seated in front of a customer is talk about how great their product or service is.
The only issue with this approach is that customers almost never buy features and benefits. All they’re buying is outcomes.
A well timed example:
A couple of months before summer vacations you look yourself on a mirror. Without a T- Shirt. Then you go to the nearest gym and hire yourself a personal trainer, for quicker results. That means you bought a training package with someone to bark orders to you so you can get that six-pack or the shape you want. However, what you really bought is the outcome. That six – pack or the perfect muscular back. But you need a personal trainer to help you achieve those desired results.
The very same way of thinking is what drives your customers. They buy results and their goals from you. Outcomes, not features and benefits. Even more, your prospects are so used to being sold features and benefits all the time, that if you change your approach in a dramatic way and start selling only outcomes, you will experience a significant increase of your sales.
Three (3) simple ways to sell Outcomes
First way: Learn objectives
Your first task is to understand what your customers are really looking to accomplish. What they look forward to. Ask your customers about the most important things for them to achieve their goals.
In the same time, distinguish yourself from all other salespersons out there, speaking only about their most wanted results. You will realize then, that they provide you with the information you need in order to make a presentation covering all their needs. How soon afterwards do you believe you will get the sale?
Second way: Realize the delta
The time your prospects talk to you, they have particular goals to accomplish. That means that now they are not achieving those goals. What you need to do is to realize the difference between where your customers are today and where they’d like to be in the near future.
Your questions will help your customers fully realize what they want and you to see their point of view.
The gap (that you will come to fill) is where your customers are at now, versus where they want to be. That could be a whopping difference. And a significant compensation for you the moment you make the sale.
Third way: Get commitment
You need a serious commitment before investing time and effort into a big presentation or giant proposal to close the sale.
That stone- ground commitment needs to center around the prospect’s objectives.
For example, the conversation with the customer comes to increasing revenues by 10%.
Ask: “What will achieving 10% will mean to your business?” . The response will give you the valuable insight into his or her level of commitment. Then you can ask outright: “Are you commited to achieving this type of growth?”
If the answer is “yes”, you present him what he has to buy from you in order to reach it. The moment you’ve established a high level of commitment, you will see your closing ratio’s jump dramatically, just because you’ve focused on outcomes and getting the commitment around those outcomes.
Start right away applying these three approaches. Focusing on selling outcomes will make your closing rates soar, which means a significant increase in business!
Happy selling
