Do you know what you’re selling? If you answered coaching, consulting, EFT or something along those lines then please think again. What you’re really selling is a solution AND an outcome.
The coaching, consulting or EFT is the process. And as you know, people don’t really care about the process so much as they care about the results you help them achieve.
There are actually three pieces of the puzzle you need to get in place.
Outcome – What is the outcome or result you help your clients achieve?
Solution – What is the solution you use to help them achieve that outcome?
Process – What process do you use to help them achieve that outcome?
Let’s make this even clearer with a couple of examples.
Example
Say you’re an EFT practitioner. Here’s an example of how that equation might apply to you.
Outcome = Reduced stress
Solution = Break the emotional connection between the memory of a trauma and the way the brain processes and keeps it alive
Process = EFT
Example
Say you’re a business coach.
Outcome = Attract ideal clients, make marketing easier, earn more
Solution = Discover your niche and personal brand
Process = Coaching
When you break it down like this, it’s clear that people don’t really care how you deliver the result. But they aren’t just going to buy the outcome. People tend to be skeptical, especially when they are bombarded with thousands of marketing offers, as we all are.
So they need some understanding of what solution you will use to achieve that outcome. What they don’t really care about is the process you use to deliver that solution and outcome.
So when you create your marketing material and make your offers, focus primarily on the outcome and solution, not the process.
What do you think? What are you selling? Can you differentiate between your Outcome, Solution and Process? Please share your thoughts below. Thanks!
Great article, Cindy. I was a little confused by your distinction between Process and Solution at first. Intuitively, I think that the Solution is WHAT you do and the Process is HOW you do it. So while we all know that the real estate estate agent lists and sells our house (what), you are implying that HOW he does that (Process) is not as important to convey.
I might argue otherwise because different people are triggered by different types of information. So while many may not be concerned about how the agent goes about selling their house, there will be those who will want to know and would be attracted to an agent who makes that level of detail available to them.
Having said that, I do agree that in terms of importance or predominance in a marketing message, the How is definitely third!
Thanks for the article.
Great point Patch – thanks for sharing that insight. I like the example of the realtor.
I found it tricky to separate the solution from the process. I’m often tempted to say my outcome is a great-looking, functional website – but that is my process! Never tried to think of it that way before. Thanks for your insight, Cindy!
Thanks for sharing Corinna. For the outcome, think about the benefits and results of having a great looking, functional website. What does that do for your clients? Your solution might be the great looking, functional website. The process is how you create that – e.g. do a client consultation, review plugins, create sidebars, etc.
Cindy –
I appreciate the simple reminder that the client/customer is not (really) interested in the process, rather the outcome.
As the practitioner, we tend to become enamored with the Process because this is what we spend SO much time doing, thinking about, looking for ways to improve…
Sometimes, the client even claims that they love the process too! This is when things can really drive off course and you can have a major project disaster if you don’t wake up.
Keep repeating: Remember the result. Remember the result.
I love that Scott – I’m going to make that my new mantra!