Hello Reader,

A while back, I booked a holiday with On The Beach.

With that booking, I got lounge access promised at the airport.
That was a big deal for me. I was sold on the lounge experience: calm space, free drinks, nice breakfast, and no crowded terminal.

But a day before my flight…
I was informed that I won’t have lounge access.
On The Beach had promised something, and then they didn’t deliver.

And while the rest of the holiday was fine, the trust was gone.
That missing lounge changed how I felt about the entire experience.

It’s the same in sales.
You don’t win by selling features.
You win by selling an outcome, a future state the buyer wants.
And then you have to deliver what you promise.

Why does selling outcomes trump selling features?

Buyers care more about the results they get from features than the features themself.
That result or outcome could be anything from more profit to bragging rights.

The point is that it builds interest when the results or outcomes deliver exactly what the prospect needs. Outcome-based selling shows you understand what really matters to them, not what you’re trying to push.

It also speeds up decisions.
When buyers can picture their future success, they move faster.

It keeps customers.
When you deliver on what you promised, you build long-term partnerships, not one-off transactions.

How to Sell Based on Outcomes: 4 Simple Steps

1. Discover what they actually want

Ask questions like:

• “What would success look like after solving this?”
• “What’s the big outcome you’re aiming for this year?”

Find the real target, not just what they tell you at surface level.

2. Translate features into impact

Don’t say: “This software has a dashboard and automation.”
​Say: “This is how you can use it to free up two hours a day so your team can win more clients.” And show them how to do it too.

3. Provide proof

Share results: “Another client reduced project time by 20% within two months.”
​Focus on measurable outcomes.

4. Commit to delivering it

Say: “Let’s check in at 30 and 60 days to track progress towards [their goal].”
​Show you’re invested in their success.

This works because:

• It’s emotional. People buy outcomes that make their lives better.
• It’s sticky. When you deliver outcomes, you keep customers longer.
• It builds your reputation positively. Because you’re showing you understand your prospect.

The bottom line is just like On The Beach, you too should sell the “lounge access.”
But unlike On The Beach, you need to actually deliver on it.

Because buyers don’t always remember what you said. But they do remember what you helped them achieve.

Try this on your next pitch:
Sell the outcome, make it real, and follow through.

Here’s to selling outcomes,
James

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