Tuesday Tuneup- #30
Happy Tuesday Everyone!
This week's edition of the Tuesday Tuneup is sponsored by:
I’ve worked with a lot of finance companies through the years and Ed at Finturf is one of the best. Finturf understands the level of anxiety and frustration your salesperson and your homeowner may have during the financing portion of the sales process. Finturf is a tool that is designed to give your salespeople and homeowners the best financing experience at the kitchen table. With one credit application, they utilize technology to provide the highest probability of approvals for your homeowner. Run ONE application, get approved, sign loan docs, complete the job and get paid, all from the same ecosystem!
As I get ready to launch my next project, I am constantly having to remind myself of sales fundamentals. It is remarkable how easy it is to get off your game when you’re doing something new. It’s been a great reminder for myself, that even people that have decades of experience, still need some hand holding when they first start off….Don’t fool yourself into thinking experience = doesn’t need guidance.
This week in particular, I have had to remind myself of the importance of focusing on outcomes in my customer messaging, without getting bogged down in the nuance of HOW something happens.
Here’s my notes to myself and hopefully a reminder to all of you.
1.Customers Care About Results, Not Processes
When customers evaluate a product or service, their primary concern is not the intricacies of how it works but the results it will deliver. They want to understand how your offering will solve their problems or improve their situation. Focusing on outcomes helps you address these concerns directly.
Customers don’t care how a refrigerator gets cold…. they care that it keeps their food from rotting. Sell outcomes, not processes.
2. Building Emotional Connections
People make decisions based on emotions, much more than logic. By concentrating on the benefits and positive outcomes your product offers, you tap into the emotional drivers of decision-making. For instance, if you’re selling a health supplement, focus on how it will enhance the customer’s well-being, boost their energy levels, and improve their quality of life, rather than just listing its ingredients or manufacturing process.
3. Simplifying the Sales Process
When you focus on outcomes, you simplify the sales process. Customers are often overwhelmed by the complexity of various options and details. By streamlining your pitch to emphasize how your product or service will help them achieve their goals, you make the decision-making process easier and more straightforward for them.
Strategies for Emphasizing Outcomes
Now that we’ve established why focusing on outcomes is crucial, let’s explore some effective strategies for doing so.
1. Understand Your Customer’s Needs
Before you can effectively communicate outcomes, you need to understand your customer’s specific needs and pain points. This requires active listening and asking insightful questions. For instance, if a customer expresses frustration with their current software’s inefficiency, your response should center on how your solution can resolve that issue, rather than diving into technical specifications.
2. Use Success Stories and Case Studies
Real-world examples can be powerful tools in demonstrating outcomes. Share success stories and case studies that illustrate how other customers have benefited from your product or service. This approach not only provides social proof but also helps potential customers visualize how they might achieve similar results.
For example, if you’re selling a management system, share a story about a company that saw a significant increase in sales and customer satisfaction after implementing your system. This not only highlights the potential outcomes but also builds credibility and trust.
3. Frame Your Offerings in Terms of Benefits
When presenting your product or service, translate its features into tangible benefits. Instead of listing features such as “24/7 customer support” or “advanced analytics,” explain how these features will positively impact the customer’s experience. For instance, “Our 24/7 customer support ensures that you’ll have assistance whenever you need it, reducing downtime and keeping your operations running smoothly.”
4. Tailor Your Message
Different customers have different priorities. Customize your message to align with each customer’s unique goals and challenges. This personalized approach not only demonstrates your understanding of their specific needs but also makes your pitch more relevant and compelling.
5. Focus on the Long-Term Impact
Customers are interested in the long-term value of your product or service. Emphasize how it will contribute to their long-term success rather than just offering short-term benefits. For instance, if you’re selling a marketing solution, discuss how it will help build their brand, increase customer loyalty, and drive sustained growth over time.
Overcoming the Process Obsession
Shifting focus from processes to outcomes can be challenging, especially if you’ve been accustomed to detailing every aspect of your product. However, the benefits far outweigh the difficulties.
1. Training and Development
Invest in training that helps salespeople develop skills in understanding and communicating outcomes. Workshops, role-playing, and coaching can be effective in shifting mindsets and improving the ability to articulate benefits. I have found a fun way to do this is to have everybody share stories and analogies that can help communicate more technical aspects to the average person.
2. Feedback and Reflection
Encourage regular feedback from customers and colleagues to understand how well you’re conveying outcomes. Reflect on successful sales interactions to identify what worked well and apply those insights to future pitches. Ask your customer WHY they went with you and they probably are going to tell you the fundamental reason, not the technical one.
3. Tools and Resources
Leverage tools and resources that help streamline your messaging and focus on outcomes. Sales enablement platforms, customer success software, and CRM systems can provide valuable insights and support in crafting effective, outcome-oriented pitches. Data doesn’t lie. Test and measure constantly.
I hope you found this post insightful and valuable. If you know someone who might benefit from this information, please feel free to share it with them. Together, we can help more sales professionals focus on what truly matters: delivering exceptional outcomes for their customers. Thank you for reading!
Happy Hunting!
-Steve