Outcome Based

Selling
Overview
 Define what Outcome Based
Learning Objectives 1 Selling is.

What 2 How to develop and validate

outcomes are realistic.
you’re Why OBS is a vital skill for CSMs
going to 3 in today’s subscription
economy.

learn. Identify what effect outcome-

4 based selling has on revenue.
What Is
Outcome Based
Selling?
J
U
N
E

‘15
out come
•

noun
the way a thing turns out; a consequence.
CS = CO + CX
out come
•

noun
the way a thing turns out; a consequence.
 Outcome Based Selling:
Selling the way the thing will
turn out.
The consequence.
Identifying
And
Developing
Outcomes
The 3 Why’s
Why Us?
Why Us?
Why This?
 Why Us?
Why This?
Why Now?
Exercise

The 3 Whys
Exercise
The 3 Whys Canvas
• I’m going to separate the class into groups of 3-4 using Zoom Breakout Rooms.
• Select a customer that you’re currently working with or would like to work with in
the future.
• Fill out the 3 Whys Canvas for the customer that you’ve selected. Be as detailed as
needed.
Before we can sell an outcome to our customer, we first must develop the outcome
itself. Use the 3 Whys Canvas to do exactly that…develop an outcome that is
personal in nature to the customer, the pain point they have, our unique value
proposition for alleviating it and the timing as to why now is the right time.
Time: 30 minutes. Be prepared to share your ideas with the group.
End Part 1:
10 Minute Break
Validating
And
Verifying
Outcomes
Outcome Based Selling Is…
Quantifiable
&
Achievable
 ! Measure
Measure and trying to
quantify the qualitative.

The 3M Framework
3M

" Monitor
Monitor the progress
To validate a customer outcome is
quantifiable and achievable.
towards the outcome.

# Manage
Manage the sale, delivery
and renewal of the outcome.
 Outcome Based Selling
Selling the way the thing will
turn out.
The consequence.
And PROVING it.
Outcome Based Selling Is Not…

Product Features and Functions

Gut Feel Or Qualitative
Unachievable
Why is OBS Vital
for Customer
Success?
Where Does OBS Live In
The Customer Lifecycle?
CSQL:
Customer
Success
Qualified
Lead
ICP:
Ideal
Customer
Profile
CS = CO + CX
 Why is OBS Vital for CSM’s?
Increased Expansion
Revenue
Through passively listening and
leveraging a consultative approach
to working with your customers.
Increased Revenue Increased Net New
Retention Revenue
Proper evaluation and Coming from a collaborative
expectation setting will lead to selling environment created
improved understanding and through situation where we’re
alignment to customer making our customers wildly
objectives. successful.

Risk Mitigation Equitable Customer

Mitigating risk through early
vetting and understanding of
Relationships
key challenges, obstacles and Through a combination of really
expectations. knowing and understanding our
customer business needs,
outcomes and risks from the
outset.
CS = CO + CX
OBS Driven
Revenue
Growth
OBS Driven Revenue Growth:
Retention Revenue
75%-90%
Overview
Overview CO = Outcome
Overview CO = Outcome

CX = Desired Experience
75%-90%
OBS Driven Revenue Growth:
Net New Revenue
Exercise

The A&Q
Canvas
 Practice using the A&Q Canvas for a customer
of your choosing:

Instructions 1. Select a customer that you’re currently

working with or would like to work with in
Using the the future.

A&Q
2. Fill out the A&Q Canvas for the customer
that you’ve selected. Be as detailed as
needed.

Canvas • Remember:

• OBS requires customer outcomes to be

Quantifiable and Achievable

30 Minutes • You must know how to Measure, Monitor

and Manage the identified desired
outcome.
Tying It All
Together
What You’ve Learned

Course
Wrap-Up
 Define what Outcome Based
Learning Outcomes 1 Selling is.

What 2 How to develop and validate

outcomes are realistic.
you’ve Why OBS is a vital skill for CSMs
learned. 3 in today’s subscription
economy.

Identify what effect outcome-

4 based selling has on revenue.
Success COACHING
www.successcoaching.co