No widgers, woodgers or wangers!

Sell results, not products

Stop listing features. Start talking outcomes

Your customer isn’t buying a widger woodger or wanger - they’re buying the result it delivers. So show them the real impact

A bit 'preachy' but this is what will make a difference for so many sales people 

(Especially in engineering/manufacturing roles)


🔶 Why focusing on outcomes works

▪️You clarify value in business terms - not just technical specs

▪️You stand out - everyone else is pitching features

▪️You build trust - because you speak their language

▪️You reduce objections - ROI trumps price haggling

▪️You speed up sales cycles - clear benefit = easier yes.


🔶 What customer outcomes really look like

There are three core outcome types:

🔸Financial Outcomes – Cost savings, ROI, revenue growth

🔸Operational Outcomes – Efficiency, productivity, uptime 

🔸Strategic Outcomes – Competitive edge, risk reduction, future readiness

Understand what matters most to your buyer and lead with it.

🔶 How to sell outcomes that stick

1. Define what success looks like… together

Ask: “What does success look like for you?”
Identify their KPIs and benchmarks.
If they say: “Increase efficiency by 15%” - make that your headline.

Example:
“If you boosted output by 15% without raising costs, what would that mean for your bottom line?”

2. Translate features into impact

Don’t say: “Our inventory system tracks in real time.”
Say: “That cuts stockouts by 40% and slashes inventory costs by 20%.”

Use the “So what?” test - every feature must link to a result they care about.

3. Use metrics to quantify results

Back your claims with numbers:

- “Clients save 25% on energy costs… about £500K/year.”
- “Downtime drops 30% after implementing predictive maintenance.”
- “Production jumps 15% with automation tools.”
Tailor ROI to their context.

4. Tell the right stories

Context + narrative = impact:

- The Challenge: “They were losing £1.2M annually to machine failures.”
- The Guide: “We installed real-time monitoring.”
- The Transformation: “Downtime cut 50%, yielding £600K saved.”

Structure it clearly and visually so it sticks.

5. Reinforce outcomes throughout the deal

Make outcomes your messaging backbone:

- In proposals
- During follow-ups
- Through implementation

It’s not a one-off statement… it’s the theme of the entire process

🔶 What really matters?

Outcomes matter features don’t… they’re just how you get there

Understand what your customer truly needs. Map that to measurable results. Tell the story

That’s how you win business. Consistently


What’s one outcome you regularly deliver?
And do you talk about it enough?


(Add some horsepower to your selling! Sorry... )