Why You Should Sell the Outcome. This is a common mistake as we push features but not the benefits or what it will do for them, lets dive in
Post by Peter Hanley coachhanley.com
You pour your heart and soul into creating an amazing product or service. You’ve painstakingly crafted a list of features that are second to none: a sleek design, cutting-edge technology, and an unbeatable price point. You launch with excitement, but the sales figures are… underwhelming. You’re left scratching your head, wondering why your meticulously designed list of features isn’t resonating with your audience.
The truth is, no one buys a product for its features alone. People buy a better version of themselves. They don’t want a new power drill; they want a hole in the wall. They don’t want a personal trainer; they want to lose 10 pounds and feel more confident. They don’t want a CRM system; they want more organized clients and more closed deals. The secret to unlocking a thriving business isn’t selling the features of your product, but selling the outcome—the transformation your customer will experience.
The Allure of the Outcome
Selling the outcome shifts the focus from what your product is to what it does for the customer. It speaks directly to their desires, their frustrations, and their aspirations. When you sell an outcome, you’re not just providing a tool; you’re providing a solution to a problem and a path to a better future.
Think about the marketing for a high-end mattress. They don’t just talk about the memory foam and the thread count. They talk about “the best night’s sleep of your life.” They sell the outcome of waking up feeling refreshed, energized, and ready to take on the day. They tap into the emotional desire for wellness and comfort, making the features of the mattress secondary to the feeling it provides. This emotional connection is far more powerful and persuasive than any technical specification.
The “Before and After” Mindset
To effectively sell the outcome, you need to adopt a “before and after” mindset. Your marketing should paint a vivid picture of your customer’s current struggle (the “before”) and then present your product as the vehicle that will transport them to their desired reality (the “after”).
For example, if you sell a project management tool, don’t lead with a list of features like “Gantt charts” and “file sharing.” Instead, start with a pain point: “Are you tired of missed deadlines and chaotic communication?” This is the “before.” Then, present the outcome: “Our tool helps you coordinate your team effortlessly, ensuring every project is delivered on time, every time.” This is the powerful “after.” The features of the tool become the proof that the outcome is possible, but they are not the main attraction.
This approach makes your product a hero in your customer’s story. It’s the guide that helps them conquer their challenges and achieve their goals. By focusing on their journey and their ultimate success, you build a connection that is far deeper and more meaningful than a simple transactional relationship.
From Features to Benefits to Outcomes
It’s helpful to understand the hierarchy of selling:
- Features: What your product is. (e.g., “Our shoes have a carbon fiber plate.”)
- Benefits: What the features do for the customer. (e.g., “The carbon fiber plate makes the shoes lighter and more responsive.”)
- Outcomes: The ultimate result the customer achieves. (e.g., “The shoes help you run faster and set a new personal record.”)
A lot of businesses stop at benefits. They’ll say, “Our software saves you time.” While this is a good start, an even more compelling message would be: “Our software saves you 10 hours a week, freeing you up to focus on growing your business and spending more time with your family.” That’s the outcome. It’s specific, emotional, and paints a picture of a better life.
By always asking yourself “So what?” after listing a feature or a benefit, you can dig deeper to find the true, emotional outcome that will resonate with your audience. This simple exercise will transform your marketing copy from a list of specs into a powerful, aspirational message that inspires action. Ultimately, people don’t buy what you sell; they buy what they can become with what you sell.
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