Solution selling is a sales methodology that focuses on selling a solution to a customer’s problem or need, rather than simply selling a product or service. In this approach, the sales professional works closely with the customer to understand their specific challenges and requirements, and then proposes a tailored solution to fit. The emphasis is on providing value and solving a problem rather than pushing a generic product.
Key elements of solution selling
- Understanding the customer’s needs
Asking the right questions to uncover the customer’s pain points, goals, and priorities. - Customisation
The solution is adaptable, it’s a bespoke offering tailored to the customer’s unique situation. - Consultative approach
Solution selling is more about advising and guiding the customer through their decision-making process rather than pushing for a quick sale. - Long-term relationship
The focus is on building trust and long-term partnerships, often leading to repeat business.
How solution selling works
- Identify the problem
Identifying the customer’s problem in detail. The sales team focuses on asking open questions to form a greater understanding of the customer’s core issue/s. - Demonstrate expertise
Providing expert insight or advice about how the problem can be solved. This could involve sharing industry knowledge or examples of similar challenges faced by other clients. - Propose a tailored solution
Presenting a solution that addresses the problem, highlighting how the product or service meets the customer’s specific needs. - Focus on outcomes
Solution selling focuses on the outcome for the customer, ensuring that the solution will achieve their desired goals (e.g., cost savings, efficiency, growth).
Industries that use solution selling:
Solution selling is particularly effective in industries where customers have complex needs that require custom solutions or where there is a longer sales cycle. Some key industries that use solution selling include:
Media, marketing and events
Marketing services, digital media, print media and events are all services that can be tailored to the client’s individual objective. The primary focus is often on creating memorable experiences, driving engagement, or amplifying brand awareness.
Technology and IT
Software, hardware, cloud services, and IT consulting are prime candidates for solution selling. Companies like Microsoft, IBM, and Salesforce often use solution selling to provide software solutions tailored to a client’s business needs.
Business consulting and professional services
Firms offering management consulting, financial advisory, and legal services often use solution selling to create tailored strategic or operational solutions for clients.
Telecommunications
Telecom companies may use solution selling to provide businesses with bespoke communication solutions, including data plans, hardware, and software tailored to the organisation’s size and needs.
Industrial equipment, engineering and manufacturing
Companies selling complex machinery or production solutions (e.g. automation systems, energy solutions, engineering solutions) use solution selling to ensure that their product integrates seamlessly into the client’s operations and addresses specific challenges in their manufacturing process.
Retail and ecommerce
Solution selling is used in retail technology (e.g., point-of-sale systems, supply chain management tools) to tailor solutions that help businesses improve their operations.
Why solution selling is effective
- Focus on value
It creates value for the client during the sales process, meaning clients are more likely to see the sales process as a partnership. - Building trust
By focusing on problem-solving, solution selling builds long-term relationships, which is crucial for repeat business. - Complex sales
It’s particularly effective in industries where the sales cycle is longer and involves multiple stakeholders (e.g. B2B sales, high-value products such as software solutions).
Solution selling is more common in sectors where businesses need to demonstrate the return on investment (ROI) of the proposed solution. The focus is always on what will work best for the client long-term, making it an important sales methodology for organisations involved in complex or high-value sales.
