Outcome-Based Selling is a Start

Hubspot has an article on their blog dated recently that suggests sellers would gain from moving beyond Solution Selling and start Outcome-Based Selling.

https://blog.hubspot.com/sales/outcome-selling

The article makes some really strong arguments to back up the assertion but it falls short in a few ways.

• Most of your buyers are not tapped in to the business outcome implications of their work, let alone your solution. They need your guidance to see the challenges at all levels of the organization all the way up to the board.

• They advise that you clearly talk about your solution and how it delivers business outcomes when you should be focused on the value of making any kind of change to their status quo FIRST. They are still selling outcomes delivered by your solution and focused a LOT on how to talk about your solution. They need your guidance to consider deeply the implications of making a change and the value of doing so now.

• Outcome-Based Selling is another way of saying Value-Selling and neither addresses the opportunity to neutralize the fear of failure addressed in the JOLT Effect. They need your guidance to not only see the big picture value, but also, to see how THEY can trust themselves to deliver.

The key takeaway in my view is simply that they need your guidance to see themselves, why they could be better, why the status quo is a disaster and how they can move forward enabled by your expertise and your solution.

What does it mean to make a shift from Selling to Guiding and what do you think the implications are for your growth curve?