A common mistake we see time and time again is B2B companies trying to demonstrate ‘how’ they operate and what sets their processes apart before they’ve even spoken about ‘what’ potential customers can benefit from by choosing to use their services. In other words, not focusing on the outcomes.
For example, let’s say you’re in the market for outsourced HR and are browsing websites Which of these two options are you more likely to investigate further?
- Comprehensive Remote HR Support: We are a Human Resources consultancy providing tailor-made people management solutions and bespoke documentation.
- Save up to 20 admin hours per week and reduce employee turnover by 30% with our outsourced HR services – With 24/7 support, all for one fixed monthly fee.
This is hypothetical – I have no idea whether those stats are realistic, so don’t ask me about my HR services – however, it demonstrates the difference leading with outcomes can make.
And before you say “but our method is our USP” or something similar, I am not saying you can’t talk about those things further down the customer journey, but with the business services market being so competitive, you’re missing a trick if you don’t lead with the real hook!
Clients need to know what they’re getting out of working with you. If they can’t figure that out quickly, they’ll move on to someone who makes it clear.
Remember, at the end of the day, you’re never really selling a service; you’re selling either a solution to a problem or a way to improve operations.
Why Your Prospects Care About the ‘What’ First
Understanding what motivates your clients can make all the difference. A large part of this is figuring out exactly who your “sweet-spot” customers or clients are in the first place, something we’ve helped numerous businesses do through Discovery.
At the end of the day, people are looking for solutions to their problems, not lengthy explanations about processes. When you focus on the results you deliver, you’re helping potential clients picture what their future could look like with your help.
Emotions play a big role here too. Clients want to feel confident and excited about what you can do for them. After you’ve stated your bold outcomes, the best way to back this up is by sharing success stories, via case studies and testimonials, that show real, positive results.
In fact, research backs this up. Deloitte found that 61% of consumers are more likely to engage with a brand that clearly communicates its value proposition. So, if you want to win over clients, make sure they understand the impact you can have before getting into the nitty-gritty of how you work.
Why Simplicity and Clarity Matter
First impressions are everything, especially for businesses selling high-value services. Decision-makers are short on time and need to grasp your value proposition quickly. Often, they also need something easy to take back to their C-Suite, so your messaging needs to be clear, concise, and results-focused.
Outcomes Speak Louder Than Processes
If you want your marketing to stand out, you need to focus on the outcomes you deliver. It’s all about demonstrating value, without bogging clients down in unnecessary detail.
Take Change Formation, for example. We worked with them to create a new dynamic website, where there messaging shifted from process-based content to outcome-focused messaging.
Their new strapline: “Develop, Perform, Achieve” which is accompanied by the sub-heading of “Strengthen relationships and performance at work with Insights Discovery”. Both highlight exactly what clients can expect from working with Change Formation.
As a result of this shift in branding and messaging, Change Formation saw a 300% increase in ROI and now regularly connects with larger – “sweet spot” – clients, growing the business as a result.
Practical Tips to Shift Your Messaging to Focus on the ‘What’:
- Lead with Results: Use outcome-focused headlines in your content such as “Increase Your Revenue by 20% in Six Months” instead of process-based copy like “Data-driven consultancy services and tailored strategies.”
- Create Client-Focused Case Studies: Share stories that emphasise the results you’ve delivered, not just the steps you took to get there.
- Tailor Your Sales Materials: When meeting with potential clients, focus on the outcomes they can expect. Save the technical details for later. If you can customise these to the client, brilliant! If not, tailoring them to the sector or industry will work.
- Use Client Testimonials: Let your clients do the talking. A satisfied customer testimonial like, “Thanks to their training, our team collaborates 30% more effectively, which has saved us at least 10 hours a week” is far more powerful than “We improve team collaboration.”
- Save the ‘How’ for Later: Your processes only matter when clients are further along in their buying journey. Once they’re hooked on the results, they’ll want to know more about how you achieve them. Here’s where your website content comes into play, but we still firmly believe the best outcome is a qualified meeting.
Cut the Jargon, Focus on Impact
Jargon is the enemy of clear communication. Over-complicated language risks alienating your audience, especially those who aren’t experts in your field.
Say you run a software company that specialises in project management tools. Instead of saying, “Our software leverages cutting-edge algorithms to optimise workflow efficiencies,” just say, “Our tool helps teams finish projects on time and within budget.”
Clients need to know that your service is accessible and can solve their problems. Keep it simple, keep it human.
When to Introduce the ‘How’
Don’t get us wrong, your ‘how’ matters. But the time to introduce it is later in the buying journey, once your client understands the value you bring, and trust has been established.
Here’s when it works best:
- Detailed Case Studies: Once potential clients know the results you deliver, show them exactly how you do it with impressive customer case studies that dive into your methods.
- Process Landing Pages: After trust is built, direct your prospective clients to specific landing pages on your website that explain your step-by-step approach.
- Sales Calls/Meetings: In a meeting or sales call, you can tailor your explanation to their specific concerns, showing them how your process directly solves their pain points.
- Post-Sale Onboarding: After you’ve closed the sale, this is when you walk them through the process. At this stage, they will want detailed guidance, and it reassures them that they made the right choice, leading to higher satisfaction and retention.
Prioritising the ‘What’ to Drive Success
By shifting your marketing focus from the ‘how’ to the ‘what’, you make it easier for clients to immediately understand the value you bring to the table. Clear, approachable messaging helps build stronger connections with potential clients and sets you apart from competitors.
If you’re ready to shift your messaging and start showcasing the real value your business delivers, we’re here to help. We work with service providers to create clear, outcome-driven marketing that connects with your sweet-spot clients and drives results.
Get in touch today to find out how Tomango can help transform your business marketing and start leading with what matters most: the results.