When clients seek out your services, they aren’t just buying what you do—they’re investing in the results they hope to achieve. Whether it’s increased revenue, a more efficient process, or peace of mind, the true value lies in the outcome. By focusing on the results rather than the services, you can better align your offerings with what your clients really want, making your business more appealing and competitive.
Why Results Matter More Than Services
Clients are often more interested in how your work will benefit them than in the specifics of how you’ll do it. They want to know that you can deliver tangible, positive changes to their business or personal life. When you sell based on results:
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You Speak Directly to Their Needs: By highlighting the outcomes your clients can expect, you address their core concerns and show that you understand their goals.
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You Differentiate Yourself from Competitors: Many businesses offer similar services, but not all can clearly articulate the value they deliver. By focusing on results, you stand out as a solution provider, not just a service provider.
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You Justify Your Pricing: When clients see the potential return on investment (ROI), they’re more likely to view your pricing as reasonable and worthwhile.
How to Shift Your Focus to Results
Transitioning from selling services to selling results requires a strategic shift in how you present your offerings. Here’s how to do it:
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Identify the Core Benefits: Determine the key outcomes that your clients experience after using your services. These could include financial gains, time savings, increased efficiency, or improved customer satisfaction.
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Use Case Studies and Testimonials: Showcase real-world examples of how your services have delivered results for past clients. This builds credibility and helps potential clients visualize their own success.
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Adjust Your Marketing Message: Revamp your website, sales pitches, and marketing materials to emphasize the results clients can achieve. Focus on how your services will impact their bottom line or solve their specific problems.
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Offer Guarantees: If possible, offer a guarantee that emphasizes results. This could be a satisfaction guarantee or a promise of specific outcomes, which can reduce perceived risk for the client.
Recommended Reading
For those interested in deepening their understanding of selling on results rather than services, here are some top-selling books that can guide you:
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“Selling the Invisible: A Field Guide to Modern Marketing” by Harry Beckwith
This book offers insights into how to market and sell intangible services by focusing on the results and value provided. -
“The Challenger Sale: Taking Control of the Customer Conversation” by Matthew Dixon and Brent Adamson
Learn how to shift the sales conversation to focus on delivering value and challenging clients to think differently about their needs. -
“Start with Why: How Great Leaders Inspire Everyone to Take Action” by Simon Sinek
Although not exclusively about sales, this book emphasizes the importance of understanding and communicating the underlying “why” behind your offerings, which aligns closely with selling on results. -
“SPIN Selling” by Neil Rackham
This classic book teaches you how to ask the right questions to uncover the real needs of your clients, leading to a focus on results rather than just features.
Conclusion
Selling on results rather than services is a powerful way to connect with clients on a deeper level and to demonstrate the true value of what you offer. By making this shift, you can enhance client satisfaction, stand out from the competition, and justify higher pricing. Explore the recommended books to learn more strategies for effectively selling the outcomes your clients truly desire.