Selling just your services or deliverables is a mistake.
with AI, budgets and more competitors offering the “same” solution
if you’re only selling the doing – you’ll get commoditized fast.
so how do you stand out?
anchor your service to the outcome
We both know you can’t promise the outcome and your buyers see through fake claims
so instead sell the transformation and the journey, not the work.
this is where roadmaps come in.
Painting a clear picture of the before/after and roadmap to get there, allows you to:
1 – sell your services with confidence (esp when you show wins you’ve done for other clients using the roadmap)
2 – remove yourself (the founder or lead salesperson) as the main reason someone buys
3 – create strong risk reversals in your offering
Even if your roadmap is a paid engagement or free
it’s a bridge that
• highlights the experience of working with you
• builds relationship
• solves early wins in the client’s mind
and quite frankly (if done right)
it shows that you’re hungry to earn the business.
IMHO most founders don’t act hungry enough and go the extra mile to build relationships.
Hungry ≠ desperate
TLDR:
1 – help your clients clearly how to get what they want
2 – Anchor your process towards the outcome and previous wins (sell confidence)
3 – give the client what they can’t buy elsewhere: the journey and relationship with your team