In 2012, Harvard Business Review penned an article titled "The End of Solution Sales"
It made sense. Teams were empowered by new data, improved process, new pricing models, and unbundling in every industry.
Products became easier to sell... but I think we're coming full circle.
There's a resurgence in demand for comprehensive B2B software:
- CRMs evolving with unique sales processes, buyer personas, reporting
- Cloud infrastructures for scalability, data management, operational goals
- E-commerce sites integrating inventory, marketing, support
Businesses are looking for long term partners, not vendors. I believe we've always leveraged solution selling, but now with more learnings on how to adapt our process to meet the customer where they are (aka insight selling).
So what is solution selling?
Primarily, solution selling is about understanding the unique needs of potential buyers moving away from a one-size-fits-all sales approach.
This involves tailoring solutions and engaging with prospects on their terms. Finding go-getters and skeptics vs. friends.
Not every sales team thrives on the same strategy - with advantages and disadvantages that cater to specific industries. Solution selling is no exception.
Here's how it differentiates from point product selling...
Point product selling is a focus on the productâs features when trying to sell it.
â
Pros:
- Easy, repeatable pitch
- Shorter sales cycles
- Benefits price as differentiator
â Cons:
- Transactional customer interactions.
- Value in feature performance, not product value.
Solution selling emphasizes the ways that the product can meet each customerâs needs.
â
Pros:
- Value in overall business impact
- Consultative, relationship-driven interactions
- More cost effective than buying a la carte
â Cons:
- Longer sales cycles
- Demands more research
In B2B SaaS sales, focusing on solutions over products is becoming increasingly valuable. Sales reps can still be fluent in technical details but tailor discussions based on customer preferences.
In the end, I believe solution-oriented partners will endure.