What’s the difference between ‘Solution Selling,’ ‘Consultative Selling,’ and ‘Complex Selling?’ Part 2 of 4

We continue our series on Solution, Consultative and Complex Selling, comparing them here in Part 3. It me be helpful to read Part 1, Part 3, and Part 4 of this blog series for a complete proper context.,

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.

While the term “solution selling” has become popular with professional services and hi-tech firms in the marketplace, the core brand of “solution selling” still carries with it some distinct characteristics. However, it is often used interchangeably with “consultative selling” and “complex selling.”

Almost all solution selling situations will involve several buyer types including the approver(s), decision maker(s), influencers, end users, technical buyers, internal/external trusted advisor, or tech support.

If you need help implementing a program like this, consider contacting a sales consultant.Call us today for a free sales and marketing consultation and to receive a free copy of our integrated sales & marketing toolkit. 410.782.0360.