Business outcome sales are your products or solutions deliver to your prospect and drive the critical executive decision maker or C-suite conversations.
Enterprise executives and decision makers in your target accounts have complex problems and all the associated financial pains. They want more from you than your Vendor “solution”. Every year the CIO, CFO and Board fund their strategic, big budget initiatives. Rarely do they have budget line items for you products or solutions. What they do have instead are corporate goals, initiatives, and a desired outcome. Across the board, they lament that Account Executives or Sales people too often are unprepared to have a business conversation or discussion about their (buyer’s) issues and where the Vendor and their company can deliver value…simply help them.
Quickly build high-performing opportunities
What they want are “results” – the outcome of something, of doing something. Outcomes come from putting out efforts to improve a strategic and of course, financial condition within the target accounts. The entire account organization follows the dictum of “delivering shareholder value’ which is measured in dollars and cents. It is carried by the board, CEO, down to VP’s, Directors and even managers. Budgets are made for your products or solutions because they fix a problem but up the chain where they get approved, they also have to support the financial machinery of the company which functions because it delivers value to “their customers”.
Typical Business Outcome Selling
They come in standardized corporate desired states, beginning with the more important, as in increase revenue and profits, lower costs, abate corporate risk, improve internal or customer-bases efficiencies; then extend into greater customer acquisition, retention, acquisition, and greater upsell and cross-sell opportunities. To the same end: these are
- Measurable
- Quantifiable
Target account’s need to buy products and services tied to business outcome are a critical part of looking at their Vendors as “strategic” and not a commodity provider.
Show me the money with Business Outcomes Sales
For your target account prospect, the Business outcomes they look for so they can sell your products or service internally and buy from you are:
- Getting to the end state. Outcomes sales are built with realities. They are more than desired states, which are prone to be unachievable. Help your prospect see how you clearly deliver value to their business goals.
- Measure, and re-measure. Your promised results are financial but may be hard to achieve so help the prospect to observe them with you, guiding them and build critical trust.
- Align to funded top-level initiatives. Vendor outcomes need to be attached to funded initiatives, so be sure your connect financially to your prospect’s fiscal goals and corporate earnings.
- Seen using an executive lens. All initiatives and their desired results, which you’re selling your products and service into are viewed by different people. Sell into the executive whose job is at risk if the initiative fails.
- Value over time. Getting the big deals are more than closing. It’s deployment, support and service. Define your business outcome selling across the entire customer lifecycle.
Business outcome-lead selling is fastest way to grow pipelines and opportunities, and typically can drive 35% more production with just about the same effort of standard consultative selling. Take the time to understand your value, articulate it across all contacts in your sales cycles, and you’ll be prepared when it’s time to close with the decision makers.
Revenue AcceleratorsTM is the ONLY provider empowering Vendor Sales & Marketing teams to easily and more rapidly acquire high-performing opportunities from accessing and engaging Decision Makers and C-Suite. By defining the Vendors solution’s financial value, aligning it into Target Account objectives and business initiatives and using 1:1 ABM value messaging in SPEEDSHEETS; we transform Product to Value selling overnight for faster and easier selling. www.revenueaccelerators.com