In our last two Tips, we have talked about the concept of “selling the outcome” as a way to differentiate ourselves in a crowded field and to sell our value to people who can buy it. A key question is, “Why?”

In a crowded market with several good alternatives, it is very difficult to create real differentiation. How can we effectively set ourselves apart? From a solution fit standpoint, it is challenging. Making matters worse, some people just do not care about the solutions at all. This is especially true the higher you move up the organization. 

However, if we sell the outcome, we have a chance to differentiate ourselves in a completely different way – not based on what we sell (a commoditized solution set) but on how we sell. 

Why is this the case?

• Most sales and account management professionals don’t truly understand their customers’ businesses. If we do understand, and have uncovered real insights, we will stand apart from those that do not.
• If we are aligning our presentations and proposals to the customer’s high-priority business outcomes, we will look different than those trying to bring out less-than-compelling solution differentiators.

We want to be seen as different than our typical competitors – diligent in doing our homework, insightful in our understanding, and aligned with the customer's highest priority outcomes. Doing these things can help us move from Vendor to Strategic Resource.