differ from product selling?
Solution selling focuses on the customer and the problems they’re experiencing. Like box pushing, product selling focuses on the product and selling as many of them as possible — regardless of whether or not the customer needs the product. This shift in perspective means that solution selling is a more consultative and relationship-focused process than product selling.
For example, product selling promotes a specific product or service by emphasizing its features and benefits and working through a script that pushes the product. Customers may or may not have a clear problem or need that the product solves; the focus is solely on selling. There’s also very little follow-up or consultation involved in the process.
Solution selling on the other hand
uses active listening to uncover what a customer’s problems are, then offers recommendations that address those problems. It’s very consultative, and can lead to a long-term relationship and repeat business.
Why is solution selling important?
At its heart, solution selling is all about the roi that your prospect can get out of your recommendations, not pushing features on them in hopes of making a sale. This builds trust-based relationships and meets the prospect’s need to work with someone who puts their best interest at heart.
Rather than focusing on your product’s features and benefits, solution selling is centered around your prospects’ needs:
what are their goals and pain points?
What problems and challenges are they facing?
What is the outcome that can solve their needs?
Solution selling means being both empathetic and practical. The seller should go beyond the surface-level handshake and really understand the buyer’s industry, challenges, and goals. When you walk in your customer’s shoes and understand their pain points from the inside out, you are much more qualified to tailor the right solution to them.
There’s a cliche that sales
is all about building rapport based on small talk. Solution selling goes deeper. Rapport is based on knowing your customer. Maybe they’re about to have a merger, or they’re experiencing challenges with the supply chain. The solution seller’s role is to provide insight that helps customers see a vision of a better future.