Sell the Result – Not the Service
January 16th 2025
3 minutes read

If you’re selling B2B services, you’ve probably encountered the dreaded price comparison trap. You pitch your offering, and the prospect immediately asks, “How much does it cost?” before you’ve even explained the value. It’s frustrating, right? Because you know your service can genuinely help them, but all they see is a number.
So, how do you shift the conversation? Simple: focus on results.
Why Price Comparison is a Losing Game
When a prospect shops based on price alone, they’re treating your service like a commodity. And in a race to the bottom, the lowest price always wins. But here’s the problem—if you’re competing on price, you’re not competing on value. That means clients will choose whoever is cheaper, not necessarily who can deliver the best outcome.
And what happens then? They get a subpar experience, don’t achieve the results they wanted, and ultimately regret their decision. Worse still, they may come back to you later, but now expecting your premium service at a discount price.
That’s why selling on price alone is risky. It turns your service into just another option in a sea of lookalikes. Instead, you need to show prospects why price isn’t the real deciding factor. The real question they should be asking is: What results will this bring to my business?
Selling Outcomes, Not Services
People don’t actually want what you do—they want what it does for them.
Think about it: No business owner wakes up in the morning thinking, I really need to buy some back-office admin support today! Instead, they’re thinking, I need to get my business running more smoothly so I can stop drowning in paperwork and focus on growth.
See the difference? One is a service. The other is a result.
When you shift your sales conversations to focus on the results your service brings, you move the discussion away from price and into impact. Your clients start thinking in terms of value instead of cost.
Make the Impact Clear
- What’s actually frustrating them? What problem are they trying to solve? Speak to that, not just the service you offer.
- Instead of saying, “We provide call answering services,” say, “We help you stop missing calls so you never lose a potential client again.” That’s an outcome, not just a service.
- Can you quantify the impact? If your service saves a business 10 hours a week, equate that to revenue. If your marketing service generates more leads, show them what that could mean in sales.
- Case studies, testimonials, and real-world examples help your prospects see the tangible benefits of working with you. A story about a client who doubled their revenue after working with you is more compelling than a bullet-point list of services.
Price Becomes Secondary When the Value is Clear
When you focus on outcomes, price becomes just a detail in the bigger picture. If your prospect sees that your service will bring them real, measurable results, they’ll be less likely to compare you to cheaper options. They won’t see your service as a cost—they’ll see it as an investment in their business growth.
So next time you’re talking to a prospect, don’t let the conversation start and end with price. Shift the focus to why they need your service and what it will do for their business. When they understand the impact, the price will take a backseat to the value you bring.
And that’s how you win — by selling results, not just services.
My tip is to practice, practice and practice again. In front of a mirror if you have to. Until it becomes second nature to you.
Whenever I speak to a potential new client, my first question is always ‘what do you want to achieve’ and that changes the focus of the conversation. Quite often, the potential client hasn’t actually thought about what it is they do want to achieve and when they think about it, it’s sometimes different from what they originally thought they wanted.
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