Vendors have long understood they can’t sell based on features. They teach salespeople to show the benefits. If the salespeople leave it up to the customer to make the link between features and benefits, the customer might not get it right. So, the salespeople clearly articulate the benefits. And they sell benefits, not features.
The better vendors go past benefits and talk about value. They show the returns from their products and services. They often have Return on investment models to quantify expected returns. The models are sophisticated and look impressive.
But the customer doesn’t care about the vendor’s products and services. They care about the broader outcome they want to achieve – the success outcome. And many vendors don’t make the link between their product value and what the customer really wants – the success outcome. They leave it to the customer to make that link. Which may not happen.
Success outcome vendors sell the success outcome. And they show how their products are critical to achieving the success outcome. There’s no missing link in the mind of the customer.
Vendors learnt they shouldn’t sell features, they should sell benefits. They’ve now learnt they must sell success outcomes, not their products and services