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Outcome-based selling for customer success is the go-to need of the hour. Outcome selling in companies will help increase retention.
Are you selling the product or selling the outcome? As a business owner, sales manager, or a customer success manager, you might wonder what the best way is to market the product. Organisations have traditionally focused on how to sell instead of serving the end goal. One of the best ways to make a difference in the lives of the buyer is through outcome-based selling. This is necessary for customer success and long-term company success. Your product needs to fulfil the requirements of your target audience, build trust and accountability.
Outcome-based selling or outcome selling is one that enables conversions by keeping the customer’s desired outcomes at the centre instead. It goes beyond just the sale to cover customer success and customer satisfaction at the core. It means having a customer-focused mindset and helping customers win across their journey.
This means delivering personalised experiences to customers so as to ensure customer success. The main thing here is to classify what the outcome is. Outcomes are the gains from the product. The outcomes are what people sign up to achieve with a product. This outcome is what is important to ensure customer success.
It is in the interest of the vendor to ensure customers attain success. This needs two needs-
Business value grows with customer success. This will help your company reach customer goals and provide value. This in turn increases business value and improve outcomes.
Outcome selling is when clients are listened to properly. Their conversations are the base for strengthening customer relationships. This will increase loyalty, keep customers invested and have better outcomes.
Isn’t the main goal for any business to close more deals? Outcome selling will help product great results and close deals faster. There are more chances of better deals as opportunities increase.
The structure of outcomes is made of
This is customer-based and deals with the lifecycle of the customer.
Value-based outcomes is what customers look for in products. These are measurable and prescriptive product adoption milestones that help achieve value for customers. Outcome selling means ensuring customers know the outcome beforehand. This will help them have some milestones in mind they need to check off. For the company to scale and effectively, there is a need to find a way to deliver value to customers.
With an outcome based selling strategy, your customers get what they want. This leads to them staying longer with the company and ensuring customer success. Research by Gartner has proven that 86% of customers found it easier to purchase from vendors with a prescriptive approach.
To effectively achieve outcome selling, you need to create a strategy that will harness the value fo the product. Here are some pointers to keep in mind for that.
What are the customers strategic goals like?
Knowing what customers are looking for is helpful in creating products that serve their needs. The first step in your outcome-based selling strategy is to know customer goals.
What are the jobs to be done for these customer profiles?
It is impossible to create outcomes for every customer differently. Customer profiles are thus created to help understand what a bunch of customers looks like. This will keep their strategic goals in mind, map it with their jobs to be done, and deliver value accordingly.
What are the features or functions of the product?
Tracking your company’s products and functions versus requirements is a great way to meet customer outcomes. Does your product meet the requirement? Is it the latest version that can compete with competition? What can you do differently to make your product stand out amongst competition?
How will your sales team address customer queries surrounding the product?
Noting that your sales team needs to be equipped to handle customer queries is important. Your sales strategy needs to include customer questions, doubts, and issues. What if your customer is someone who has churned once due to a bad experience? How do you ensure they don’t do it this time with the value outcome?
When customer outcomes are the priority, one needs to distribute weight across teams to ensure there is optimal delivery. For example-
Maintaining a relationship between the teams is important to ensure outcome-based selling works.25
With customer experience taking new roles with COVID-19, it is essential to sell customers the outcomes. This will be helpful in customer success, create opportunities for a long relationship, and establish a good customer experience.
Kruthan Appanna is a Customer Success Analyst with 5 years of experience. Passionate about leveraging data-driven insights to drive customer satisfaction and retention. Skilled in building strong client relationships and providing strategic solutions.
Published April 15, 2021, Updated June 07, 2023
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