Evaluation of business outcomes is not easy. For a corporate customer, products are purchased to deliver positive business outcomes. So it is very important for the selling company to come up with a product that significantly and quantifiably brings positive business outcomes for its customer or their business. It is therefore necessary to identify quantifiable, positive business outcomes that the product can provide, to develop the sales value proposition.
A quantifiable outcome represents the tangible value of the offering to the customer. This value is typically expressed in numbers, percentages, and timeframes. In addition to this, there are also intangible outcomes. E.g. Opportunity Cost. Opportunity cost is the loss that is incurred when one option is chosen over the other. It is something that must be identified and considered in establishing the sales value proposition.
The information that the company gathers after evaluation helps it to understand the desired attributes of the offerings according to market segments. The customer business outcome evaluation documents business outcomes based on these attributes.
Another way of doing customer business outcome evaluation is by interviewing existing customers. Customers being the user of the product validate the evaluation process by their practical experience. Interviews can be conducted across different areas and positions in the customer organization to determine the impact of the offering. New, desired, business outcomes may emerge and existing business outcomes can be validated.
Internal analysis is another way to do customer evaluation. The collective sapience combined with experience of the company holds a broad overview of business outcomes from a customer’s perspective. However internal analysis must be validated by customers to escape the risk factors associated in it. Direct input provided by the customers is typically more valuable and reliable input when determining customers’ business outcomes.
Strategists evaluate investments and actions in terms of likely cost and benefit outcomes. The product offering must draw substantial improvements in client’s business in terms of customer satisfaction, service delivery etc. The seller must narrow down its focus and align sales and marketing activities around its customer. The segment specific sales attempt combined with customized offering helps develop sales value proposition.
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