When pursuing a complex sale, the ability to identify "beneficial outcomes" for your potential customer is a fundamental requirement. But distinguishing between "Results" which are corporate or organizational in nature and "Wins" which are personal is equally important. Even hard-nosed business types are prone to letting their decisions be influenced by personal and emotional factors. (i.e.People buy on emotions and justify on facts).

For this discussion board please do the following:

1) Select a B2B product or service that could plausibly be part of a complex sale

2) Choose two Buying Influence types (Economic, Technical, User or Coach). Specify what their "titles" might be.

3) Identify a Results outcome that the buying organization would look for from that product (improved productivity, lower costs, less risk, higher sales, etc)

4) Speculate on personal Wins that would fit each of your two Buying Influences

The idea is to put yourself in the shoes of a sales person who must develop the outcomes-based measurable justification for the product being sold, but who also needs to convey the personal intangible benefits that will resonate with each buying influence. Write your post in the first person...as though YOU are the sales person.