Solution selling

Solution selling is a special approach to sales. Rather than just promoting an existing product, the salesperson focuses on the customer's pain(s) and addresses the issue with his or her offerings (product and services). The resolution of the pain is what constitutes a true "solution".

This precise definition is a very accurate one when considering how Keith M. Eades, author of The New Solution Selling, defines a solution. In his book, he is quoted as saying:

"So what is the definition of the word solution? The typical response is, "An answer to a problem." I agree with this response but feel it's important to expand the definition. Not only does the problem need to be acknowledged by the buyer, but both the buyer and salesperson must also agree on the answer. So a solution is a mutually agreed-upon answer to a recognized problem. In addition, a solution must also provide some measurable improvement. By measurable improvement, I mean there is a before and an after. Now we have a more complete definition of a solution; It's a mutually shared answer to a recognized problem, and the answer provides measurable improvement."

Origin of Solution Selling

Mike Bosworth founded Solution Selling in 1983, based on his experiences at Xerox Corporation (the Xerox SPIN selling pilot project) began licensing affiliates in 1988. With intellectual property contributions from his affiliate network, the methodology of Solution Selling continued to evolve through the years. He sold the intellectual property in 1999 to one of his original affiliates, Keith Eades (CEO and Founder of Sales Performance International).

Bosworth authored Solution Selling: Creating Buyers in Difficult Selling Markets (McGraw-Hill, 1993) and after leaving Solution Selling, he co-authored Customer Centric Selling (McGraw-Hill, November 2003). Less than a decade later, Eades authored an updated version of the Solution Selling methodology released as The New Solution Selling: The Revolutionary Sales Process That is Changing the Way People Sell (McGraw-Hill, 2004) and also co-authored a follow-up guide The Solution Selling Fieldbook (McGraw-Hill, 2005).

While the term solution selling has become somewhat generic in the marketplace, the core brand of Solution Selling still carries with it some distinct characteristics.

One who espouses a "solution-selling" philosophy should be viewed in a different light than the traditional, "slick, snake-oil, peddling" salesman. A "solution-selling" sales professional generally applies a consultative sales approach to all aspects of their sales process (or during a sales cycle) including the following:
• Prospecting
• Diagnosing customer needs
• Crafting a potential solution
• Establishing value
• Bargaining for access to decision-makers
• Positioning proof, ROI and the total solution
• Negotiating a win-win
• Following up to ensure customer success

The Solution Selling methodology (and training offering) continues to evolve as key components of professional selling evolve. As a result, Solution Selling has become more broadly defined - to include dimensions of "sales process "; "competitive selling"; "value selling" as well as "consultative selling".