Solution Selling Sales Training

by Neil Kokemuller

Solution Selling is a registered trademark for a formal sales training program developed by Sales Performance International. However, the general concept of "solution selling" more broadly describes a philosophy of selling that emphasizes providing solutions to address customer problems. A solution-oriented seller approaches prospects and customers differently than a traditional sales rep.

Problem-Solution Mentality

The notion of solution selling stems from the idea that a customer-centric salesperson's job is to solve problems first, not to sell first. A solution selling philosophy causes a salesperson to focus on understanding a given prospect's problem before making a solution recommendation. This is quite different from the perspective that a salesperson's job is to sell products or services first, with the customer's situation a secondary consideration.

Understand Customer Priorities

Solution selling begins with an understanding of the dominant buying motive and priorities of an individual prospect. A car salesperson, for instance, would provide the best solution to a customer by finding out his main purpose for buying a car and his greatest concerns about the process. Once he understands the priorities of a given customer, he can narrow selection and begin to focus his persuasive selling efforts on matching products to those needs.

The Value Proposition

In general, customers want the best value. In a problem-solution approach, the best value is the product and service combination that meets the prospect's needs in the most effective way. Value includes the strength of the benefits offered relative to the price. Some companies focus on top-quality goods and services and have higher-end prices to match. Others make price the key selling point, with the value realized in the low price. Many providers sell in the mid-range, though, trying to emphasize impactful solutions at fair prices.

Follow-up and Support

As a solution seller, you have to stay engaged with a buyer all the way through implementation of the solution. To develop loyal customers, the solution must adequately address their needs. If they aren't able to use the product or service, they may even tell others to stay away. Basic check-up calls to ensure customer satisfaction and resolve any conflicts not only help a customer experience a positive solution, but contribute to the potential for repeat business, loyalty and word-of-mouth referrals.

Photo Credits

  • Hemera Technologies/ Images
Suggest an Article Correction