Keys to: Solution, Consultitive, and Complex Selling part 3 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 2, and Part 4 of this blog series for a complete proper context.,

Solution Selling: A client has a need or pain. They explicitly describe the problem and more importantly, they state a desire and willingness to fix the problem, meet the need, or eliminate the pain. They will know the solution when they hear it or see it…pretty straightforward. To complete the cycle, the salesperson offers a solution that meets all the client’s requirements, including timing, budget, and specifications.

Consultative Selling: A client has a need or pain, but they are not sure how to describe it. They don’t know the root cause. They don’t have a clue on how to resolve it. They just know that they need improvement and a change. This is when the salesperson becomes a consultant and begins to troubleshoot or diagnose a situation like a well-trained physician. This process begins with a series of questions that will drill down or peel back the onion layers, layout the client situation, environment, problems, pains, and implications, or impact on the business. Soon, a full picture or story is developed positioning the salesperson to present a new and improved future or vision with their solution as the answer for the client’s situation.

Complex Selling: The client has a major need that will require a forklift type of solution with many moving parts (providers and components). Before they can start entertaining possible solutions, they will need a chief architect to design the blueprint. Many times this will become a Request for Information (RFI) or Request for Proposal (RFP). This is when it’s good to have strategic partnerships and alignments. The ideal goal is to develop a best-in-breed solution that you will develop and manage. I like to think of a solution salesperson as a highly skilled doctor or medical specialist. Like a good doctor, there is a thorough diagnostic first stage to uncover the root cause to the patient’s pain. Anyone who embraces a "solution-selling" philosophy should be viewed in a different light than a simple business to consumer (B2C) or low-end business transaction. There is a huge difference between the solution salesperson and 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 for new clients
• Qualifying the client and opportunity
• Diagnosing & assessing client needs
• Evaluating the potential fit between the client’s need and your solution
• Developing a potential solution based on their unique requirements
• Delivering an interactive presentation to all stakeholders to win consent
• Crafting a proposal that will demonstrate value and ROI
• Negotiating a win-win agreement
• Following through and following up to ensure customer success

If you are looking to implement or improve a sales program in Solution, Consultative, or Complex Sales, consider using a sales consultant with the experience to minimize missteps.
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