You're Losing Sales Before You Ever Get on a Call: Stop Selling Features, Start Selling Transformation

You're losing the sale before you ever get on a call.

Before they ever talk to you. Before they ever book with you.

You're losing them in your marketing. Your messaging. Your emails. Your landing pages.

Because you're talking about features. What's included. What they get.

"You'll get weekly calls and 12 modules and a private community."

Cool. So does every other coach, consultant, and program out there.

People don't buy features. They buy outcomes. They buy transformation. They buy the version of themselves they want to become.

Your job is to sell the outcome, not your process.

Let me break down the difference.

Features vs. Outcomes: What's the Difference?

Features are what's included in your offer. The how you deliver it.

Examples:

• Six months of one-on-one coaching
• 12 training modules
• Worksheets and templates
• Private community access

Outcomes are what your client gets. What they achieve. The result of working with you.

Examples:

• You'll confidently close high-ticket clients without feeling like a scuzz ball
• You'll have consistent support and accountability to hit your income goals month after month
• You'll have a complete sales system that converts leads into paying clients

Do you see the difference?

Instead of "You get six months of group coaching," it's "You'll confidently close high-ticket clients without feeling pushy or like a bro salesperson."

Instead of "You get a private community," it's "You'll have consistent support and accountability to hit your income goals."

Instead of "You get training modules and worksheets," it's "You'll have a complete sales system that converts leads into paying clients."

Features tell them what they're buying. Outcomes tell them why they should buy it and what results they're going to get from using it.

Why Outcomes Matter More

People make buying decisions based on emotion, not logic.

There's one type of buyer who makes decisions based on logic, that strategic Emerald buyer. And this is why it's important to know who you're talking to. You'll have to reverse engineer how you speak to those people.

But typically speaking, people buy based on how you make them feel, what emotions they're experiencing, what the outcome is going to be.

You need to lead with the outcome and then support it with the features. Not overwhelm them with features and then share what the outcome is going to be.

Three Questions to Clarify Your Outcomes

Ask yourself:

1. What does my client struggle with right before they work with me?

2. What does my client achieve after working with me?

3. How does my client feel after working with me?

Your outcomes should address all three: the struggle, the achievement, and the feeling.

This is really important to address in your messaging, in your social media content, in all of your marketing. You should address this in your automations leading up to your sales call. In your objection handling. In your sales call itself.

The Outcome Formula

Here's a simple framework to craft your outcomes:

You'll go from [current struggle] to [desired result] so you can [bigger impact].

Let me give you some examples.

Example 1:

By working with me, you'll go from inconsistent $3K months to consistent $10-15K months so you can finally feel financially secure and stop stressing about money.

• Current struggle: Inconsistent $3,000 months
• Desired result: Consistent $10,000-$15,000 months
• Bigger impact: Financial security and stop stressing about money

Example 2:

You'll go from scared to get on sales calls to confidently closing high-ticket clients so you can build the business you've been dreaming about.

• Current struggle: Scared to get on sales calls (or scared to close on sales calls, afraid to ask for the sale)
• Desired result: Confidently closing high-ticket clients
• Bigger impact: Build the business you've been dreaming about

Example 3:

You'll go from undercharging and over-delivering to pricing with authority and protecting your capacity so you can work less and earn more.

• Current struggle: Undercharging and over-delivering
• Desired result: Pricing with authority and protecting your capacity
• Bigger impact: Work less and earn more

How to Sell the Transformation

You really have to know your audience and who you're speaking with. Use their language.

I didn't come up with this specific language on my own. I came up with it by listening to the current struggles, the desired results, and the bigger impact my clients want to make.

If I wasn't listening, I'd be like, "Oh, you're going to go from this to this by building automations and increasing your close rate."

Nobody gives a shit about that stuff unless they know sales inside and out.

The things I'm actually going to teach or show them are going to get them those results. But they are currently experiencing:

• Inconsistent cash flow
• Undercharging
• Over-delivering
• Burnout
• "What am I doing wrong?"

They want:

• Financial freedom
• More time
• More money
• To stop stressing about where their next client is coming from
• More free time
• To build the business of their dreams

But they're not sure how. That's where I step in.

If I'm just like, "Oh, you got to do this and you got to do this and you got to do this," they're going to be overwhelmed and they're going to be like, "That sounds crazy. No, thank you."

When to Talk About Features

We only talk about the features and the specific how when we need to. And it's not that features are bad.

We just don't talk about those until after they become clients. And we do it in bite-sized pieces.

Or we talk about the features and the how when they ask specifically.

The Bottom Line

Lead with the outcome. Back it up with the features.

The outcome is the headline. The feature is the proof.

Every other coach has modules and a community. Every other store has products. Every other insurance agent does a discovery. Every other realtor shows you houses.

What makes you different? What outcomes are you going to provide? What results are they going to see by working specifically with you?

What is the transformation?

People buy results. People buy transformation. They buy the version of themselves they want to become.

Stop selling your process. Start selling the transformation.

Ready to dial in your messaging and positioning so you stop losing sales before you ever get on a call? Sales Mama School is open. 

Book your call to learn more. 

Listen to the full episode: Sales Mama Podcast on Apple Podcasts

Connect with me:

• Instagram: @salesmamaschool
• Instagram: @sausha.davis

Sausha Davis is the founder of Sales Mama School, helping women entrepreneurs scale through outcome-focused messaging and authentic sales strategies. She's closed over $15 million in high-ticket sales.