An Easy Framework For Selling Based on Outcomes.

An Easy Framework For Selling Based on Outcomes.

I have been an advocate for outcome-based selling for years now. Here's how it started 👇

It started after I'd read the Alan Weiss book Value Based Fees. This book highlights the difference between project deliverables and client outcomes.

That distinction between deliverables and outcomes helped me a lot.

At the time I was facilitating team-building events. Reading the book I realised my clients didn't want a team-building event. That's a deliverable. They wanted to end the friction between siloed departments; improve creative collaboration between key executives; And increase staff retention by creating a great place to work. Those are all desirable outcomes.

But, to focus on client outcomes consistently I had to change my mindset ... which was a challenge for me. I didn't have a guide.

Now, if I had to start all over again (as a beginner), this is the simple framework I'd use:

Step 1: Shift from problems to outcome framing.
People tend to talk about the problems they have, not the outcomes they want to create. That is often disempowering.

Step 2: Describe the impact of the desired outcome.
Start by thinking about what is
,
, and
. These three verbs will help show you the potential value of achieving the outcome.

Step 3: Practice often, and away from clients.
Outcome framing becomes easier the more you do it. Practice first with partners, family, friends, and colleagues. That allows you to learn, make mistakes, and refine what you do. Remember to do it with clients afterwards.

When you're first starting out, this mindset shift and practicing it is all that matters.