It's hard to find a major B2B product company that doesn't offer some type of value-added solution to complement their standard product lines. However, most of the “solutions” are, at their core, simply pre-packaged offerings which are not specifically designed to target a customer’s true needs.
To truly distinguish themselves from competitors, deliver greater value to customers, and grow more profitably, B2B companies need to focus on understanding the unique and complex needs of their customers to design solutions that deliver a positive business impact. We call this approach “outcome selling”, and believe that it is the natural next step in the evolution of the traditional products business.
The business case for an outcomes-based sales approach is compelling. By creating a tailored solution focused on delivering the business objectives of customers, a vendor becomes less vulnerable to being commoditized and competing on price. An outcomes-based approach also enables product companies to create more strategic, longer-lasting partnerships with customers based on shared risk and reward.