In 2016, I published a book titled The Only Sales Guide You’ll Ever Need. In the chapter on Accountability, I wrote that you sell “outcomes,” making the case that your prospective client isn’t interested in your product or your service. Instead, they want to reach an outcome, one that would improve their results. Your clients would love to produce the outcome without buying your product or solution! As Theodore Levitt, a marketing professor at Harvard, once said, “people don’t buy drills, they buy holes.”
