Understanding impact statements
Impact statements are concise and specific statements describing the outcomes, results, or benefits a product, solution, or service has on the customer’s business. Impact statements are used in sales and marketing to communicate a product’s or solution’s value to the customer and demonstrate how it can help solve their business challenges. Impact statements should be quantifiable, relevant to the customer’s needs, and easy to understand. They are often used in sales pitches, product presentations, and marketing materials to help differentiate the product or solution from competitors and convince the customer to purchase.
Defining impact statements
- Outcomes: Outcomes are the end goals that the customer wants to achieve. They describe what the customer hopes to gain by using the product, solution, or service. Outcomes are usually high-level, long-term goals that can be achieved over a period of time.
- Results: Results are the specific, measurable changes that the customer can expect to see as a result of using the product, solution, or service. They are intermediate steps that lead to the outcome. Results are usually quantifiable and can be tracked over time.
- Benefits are the tangible and intangible advantages the customer gains from using the product, solution, or service. Benefits describe how the customer’s life or work will be improved or made more accessible due to using the product or solution.
Leading with Impact
Leading with impact is vital because:
- Provides evidence: A story about impact provides real-life evidence of the value and impact that the product or solution can have. This evidence can be more persuasive than simply stating brand names or product features.
- Increases credibility: You demonstrate your expertise and credibility by leading with a previous impact. It shows that you deeply understand the product or solution and how it has helped other customers.
- Builds trust: Sharing impact can help build trust with the prospective customer. It demonstrates that you have a track record of delivering value to customers and are committed to helping them achieve their goals.
- Personalizes the message: A story about a previous customer impact personalizes the message and helps the prospective customer see the potential impact of the product or solution in their own business. This can make the solution feel more real and relevant to their needs.
- Helps overcome objections: By leading with impact, you can address common objections and concerns that the prospective customer may have about the product or solution. This can help overcome any objections and move the sale forward.
Overall, sharing a story about a previous customer impact is powerful because it provides evidence, increases credibility, builds trust, personalizes the message, and helps overcome objections.
Communicating previous impact
- Use easy-to-understand language: Avoid technical jargon, and use clear language executives can understand.
- Be specific and quantifiable: Provide specific, quantifiable data and examples that demonstrate the outcomes, results, and benefits of the product or solution.
- Emphasize business results: Highlight how the product or solution can impact the customer’s business and bottom line, such as increased revenue, improved efficiency, and reduced costs.
- Provide a clear, concise message: Present the outcomes, results, and benefits in a clear, concise manner that focuses on the most critical aspects of the product or solution.
Using these techniques, you can effectively communicate a product’s or solution’s impact to executives in a way they can understand and appreciate.