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Posted by Eric Brown on April 26, 2010
Executives at large accounts with complex problems want more than your “solution” – and rarely have a line item in their budget for your offering. Instead, they have an initiative, with a goal, an objective…and a desired outcome. And they lament that salespeople are often unprepared to have a discussion about the buyer’s issues and where they can help.
A customer’s desire for a business outcome is an important force that’s separating strategic vendors from commodity suppliers. We think that this idea of an outcome — in fact, an emerging Outcome Economy —needs to be clearly understood as being different from simply providing solutions and benefits. So what is the difference? Are you selling outcomes for your key customers? How would you know? And how can you help account teams have conversations about them?
We’re interested in your thoughts on what qualifies, in the customer’s eyes, as an outcome. Here are our initial thoughts. What are we missing? What would you change?
We see “outcomes” as an important way to frame conversations with clients and meet them on their terms and Forrester plans to explore this more deeply. What else would you like to hear on outcomes?
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