What are best practices in connecting value promises made during sales to value delivered?

Steven ForthSteven Forth Managing PartnerMember | Enthusiast ✭

Marketing, pre sales and sales often make value promises, including providing ROI calculators. What are the best practices in connecting these value promises to the value actually delivered by customer support? Can the tools used to communicate value during sales be used to confirm value by customer support?

Best Answer

  • Spencer HancockSpencer Hancock Senior Member Success Manager | mod
    Accepted Answer

    Hey @StevenForth this an incredibly important question. Martin Dove leads TSIA's Subscription Sales Research Practice and he grappled with this exact question in a recent webinar - The Need to Deliver Customer Outcomes is Here and Now. Martin provides a lot of insights in the webinar, but one topic that I have found particularly important is "account team collaboration". It is essential that pre-sales, sales, services, and support are in regular communication and act collaboratively to enhance each customer's experience and value realization. @ChrisHolm as a Customer Success Leader, I would love to hear your perspective on Steven's question. @SteveFrost in your experience can the tools used to communicate value during the sales process also be used to confirm value at later points in the customer life cycle?

Answers

  • Steven ForthSteven Forth Managing Partner Member | Enthusiast ✭

    Thanks @Spencer Hancock and @Martin Dove . Those are good pointers. I have found that having a shared tool or document that captures value promises, connects than to price and ROI and then travels from marketing, through pre sales and sales to customer success can help with this. Many companies use things like ROI calculators in the sales process but do not transfer them to customer success. This can lead to the customer seeing the ROI claims as a broken promise.

  • Doug CavinessDoug Caviness VP Strategy & Partnerships Member | Enthusiast ✭

    Has anyone used the Outcome Selling tool that TSIA acquired? That looked like an interesting way to map desired outcomes of customer personas throughout the customer lifecycle and could also maybe of help.

  • Steven ForthSteven Forth Managing Partner Member | Enthusiast ✭

    Thanks @Doug Caviness Do you have a link to this? If used from marketing through pre sales and sales to implementation, onboarding and sustaining customer success to could be a compelling framework.

  • Doug CavinessDoug Caviness VP Strategy & Partnerships Member | Enthusiast ✭

    Hi Steve. I found this link here: https://www.outcomechains.com/pages/about/ .

    I think Glen Gramling at the TSIA would be a good contact for you: https://www.linkedin.com/in/glenngramling/

    If you do a Google search you'll see a TSW Keynote talk and other references.

    It's been a couple years since I looked at it so I hopefully it goes in the direction you're looking.

    Thanks,

    Doug

  • Steven ForthSteven Forth Managing Partner Member | Enthusiast ✭

    Interesting stuff, thank you. LeveragePoint is also taking this approach by showing how to apply Economic Value Estimation (EVE) to sales. I think the missing links here are the ones that connect value promises made in selling to value delivery led by customer success.

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