Selling an outcome

Salespeople making prospecting calls know that the worst introduction is to talk about the products and offers. That just leads to the prospect replying that they’re happy with what they’ve got, and puts the sales call on the back foot from the start.

A better approach is to ask the prospect where they want to go, and frame the products as providing the outcome desired.

This is similar to the way we’re taught in marketing to discuss benefits ahead of features. If you find that a hard discipline to follow, thinking about ‘selling an outcome’ may be another way of looking at things.