Large B2C corporations figured out a long time ago that selling outcomes rather than product features is the key to increased sales. Companies don’t sell televisions; they sell family bonding or big celebrations on game day. Dreams of fame and success or a healthier, happier life are sold rather than athletic wear. Consumers value these outcomes far more than the actual products used to achieve these outcomes.
Enterprise B2B buyers are also seeking outcomes. A buyer of manufacturing equipment might require decreased labor costs; a buyer of financial services technology may actually be looking to purchase business efficiency. Leading B2B enterprises quantify the economic value of these outcomes, and their sales teams communicate that value to the buyer in the first meeting.