Stop Selling Products. Start Selling Outcomes.

Over the past few weeks, I've been coaching one of my clients to shift their customer conversations from product features to value and impact.

We reformatted an upcoming presentation where he focused solely on how their solutions would achieve the key objectives the customer had outlined in a prior call. He kept wanting to add product promotion slides. I told him, "Your customer asked you to show them how you can help achieve their objectives. They didn't ask for a product demo."

Yesterday's result? Within an hour after his presentation, he called me: "It was fantastic! 10 buyers in the boardroom, 10-12 more on Teams. Everyone stayed engaged, asked questions, and was impressed. They just requested 3-year pricing!"

What made the difference? No products were promoted. He only highlighted how their integration would help achieve the customer's key objectives. He made more progress in one meeting than in two years of pursuing that account.

The shift: Outcomes, not features.

My value articulation framework: