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Focusing on the Outcome

Written by: Mark Deo

Article Overview: Learn how focusing on the outcome, rather than your products and services, can help you connect with customer needs.

Focusing on the Outcome

Sometimes I think we are kidding ourselves.

We think we know what the customer wants or needs just because they have told us so. That seems reasonable, doesn't it? But let me ask you this – how many times have you been told something only to find out that it wasn't really true, or that you simply “misunderstood?” More often than not if you’re like most.

Let’s face it, customers often do not know what they need or even want. Even the most sophisticated clients often have gross misunderstandings when it comes to their specific product or service needs. So why do we focus so much on customer needs and desires?

Nearly every sales presentation in every industry is centered on “what the client needs and wants.” It’s not surprising that most sales presentations either are ignored or are a blatant waste of time for both the salesperson as well as the client. Moreover, marketing material is even less effective. How many web sites get passed over? How many brochures are thrown in the trash? How many ads go unread? How many dials are flipped when a TV or radio commercial comes on? I hate to be negative, but in order to bring about improvement we must discover where we are lacking.

In an effort to compensate for this, most ad agencies, marketing companies, and consumer brands go to great lengths to learn as much as they can about customer needs and wants. They hire research firms, hold focus groups and conduct needs-based analysis. In the end however, all they end-up with is a vision of what the customer “thinks” they might need or want under any given set of circumstances. Who can predict what the circumstances of the future may be. Certainly focusing on customer needs is not enough.

The bottom-line is that it is often difficult for clients to describe what they need or want. Often times they simply don’t know. Pride often prevents them from saying so. It is far easier for a client to describe a specific outcome under a given set of circumstances rather than articulate plain needs regarding a product or service.

My advice is to get your clients to tell you the “outcomes” they are looking for. Spend most of your time talking about what the future should look like rather than how your product or service fits their needs.

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Article Tags: bottom line, brochures, consumer brands, customer needs, desires, focus groups, great lengths, marketing companies, misunderstandings, pride, radio commercial, research firms, sales presentation, sales presentations, salesperson, set of circumstances, sophisticated clients, trash, waste of time



Related Forum Posts
Re: Great start, but no finish - My advise is FOCUS on your business. Focusing is the main factor to succeed on business. If you have a great idea, then follow it only, don't look anywhere else. It is especially essential in an online business. Because there are a lot of mind blowing sales letters promising millions dolllars or overnight success, people find it difficult to concentrate on one business and they lose their energy. Concept is simple. 1- Have a good idea; 2- Build your business on it; 3- Monetize your business; 4- Promote it; 5- Build list of responsive customers; 6- Maintain You Business. Focusing and not fearing from competition (instead you can learn from competitiors) are main tips of billionaires ,BTW. Orxan
Re: Fill in the blank: The best decision I ever made with my bus - Focusing on my Internet Marketing Business
Re: What is your biggest challenge? Today? - Focusing... and finding time to focus! Maybe they are related!
How do you know if you have a good idea? - [quote="orxan":3118uboz]My advise is FOCUS on your business. Focusing is the main factor to succeed on business. If you have a great idea, then follow it only, don't look anywhere else. It is especially essential in an online business. Because there are a lot of mind blowing sales letters promising millions dolllars or overnight success, people find it difficult to concentrate on one business and they lose their energy. Concept is simple. 1- Have a good idea; 2- Build your business on it; 3- Monetize your business; 4- Promote it; 5- Build list of responsive customers; 6- Maintain You Business. Focusing and not fearing from competition (instead you can learn from competitiors) are main tips of billionaires ,BTW. Orxan[/quote:3118uboz] Thanks orxan! But how do you know if you truly have a good idea or not? If we ask ourselves, we may be suffering from tunnel vision. On the other hand, friends/family may try to discourage us from pursuing a small business because of their own fears, while others will simply give us an empty "you can do it!" line.
Re: Personality Not Included - [quote="BuzzAroundBooks":1lqypk3c]Hi Shri, Is this business book about developing your company's brand image or your own? Should an entrepreneur always market themselves as the driving force behind their business? Don't a lot of small business owners like to remain anonymous because they want to appear larger than a "one person show"?[/quote:1lqypk3c] I would figure everyone has their own take on your questions. But, the book is about creating a personality for the business - any size business. It also points out very well how a business can falter without a distinct and positive personality. Awesome reading for any business owner or manager. I highlighted MANY points and will read it again to reinforce the points. Focusing on the owner's expertise doesn't mean they are a "one man show". They can be viewed as the "driving force" behind the business. I just saw an ad that sparked this idea. Take for example the law firm that Johnnie Cochran owned before his death. He was a big part of the brand for the company and was the driving force who molded the direction that the company took - but, he was certainly not a one man show. Shri


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