Why it’s time to focus on outcomes

Note: This article has been adapted from the latest fully revised and updated version of my “Introduction to Outcome Centric Selling” – you can download the full document here.
Complex B2B buying journeys are inevitably complicated. Your customer’s decision process is rarely straightforward or linear. Multiple stakeholders are involved, often with widely different perspectives and priorities. Without strong internal project sponsorship, consensus is unlikely and without consensus, action is unlikely.
These challenges have been compounded by the current coronavirus epidemic. And yet despite all this, a significant number of customers are still investing in new projects, but only when these investments satisfy three key criteria: the project must be strategically relevant, tactically urgent and be capable of delivering rapid time-to-value.
Today’s business buyers need to be convinced that any project they invest in will deliver worthwhile business outcomes.
This has profound implications for today’s B2B sales organisations:
Rather