Solution-Sell is a Myth!

Who among us is not already up to here with the omni-smarts who wax poetic the benefits of "Solution Selling." Now it may seem strange for me, the author of the book "Up Your Income! Solution Selling for Profitability" to cast aspersions on the merits of this approach. Nevertheless like so many things in the real world, theory is one thing, application thereof is quite another.

The question then becomes; what are the differences between theory and reality for the Solution Sell, and, is there credibility in either?

It's well known the solution selling strategy was designed to meet the challenges of the 1980s new Technological Era. The computer not only changed the way we did business, it also changed the philosophy by which we sell. The fact that few industries were untouched by the computer meant there was fertile ground for this new selling style to quickly take root.

The solution sell dealt with the 'Multi-Box' challenge ostensibly needed to address more complex products and solutions in a more competitive marketplace involving more players than ever providing exactly the same or similar merchandise.

This new approach took a longer view of the selling process and was expressly designed to garner long-term customer loyalty. If companies were to survive and remain profitable, customers had to buy into the idea there was added value in long-term relationships that refocused purchasing criteria on Value and not strictly on Price.

The strategy certainly made sense then and still does today. So one might then ask, Where's the problem?

Like so many companies hoodwinked into believing the way to success was through a good corporate 'Mission Statement', the solution sell approach ? much like a mission statement - was and still is, a simple strategy. It is only in its successful application that success of any kind can be realized.

Looking at it differently, the way to win a hockey game is to put the puck in the net more times than your opponent and keep doing it until the nightly news comes on?lol.

Who can argue a proven strategy like that? The application, however, always proves to be the litmus test that continues to separate those with only a good plan from those who can actually implement one.

Simply said, too many corporations bet the farm on the Solution-Sell-Strategy at the expense of the most important part of selling ? Making the Sale!

Many of the most unsuccessful companies went out of business with some of the best-laid plans and strategies. The fact is, formulating a strategic plan is always easier than actually implementing one. Disproportionate amounts of time and effort spent designing attractive long-term Solutionist strategies pale in comparison to the skills needed to achieve what really matters in the end ? Did you make a sale? Which brings us to why the Solution-Sell-Strategy is a myth.

As much as we'd like to think we have evolved far beyond any selling stratagem from the past, in practice, [regardless of what product or industry], think about the one question asked by all sales managers to all salesreps at the meeting held just before the end of each month. "What orders are you bringing in by month end?"

The BOX-SELL-STRATEGY! That's right, it never really went away and it's what successful companies understand to be the most basic ingredient, germane to any selling strategy.

Lets face it, [using the hockey example again], even the puck that goes in off your helmet still counts and can be the quintessential, deciding factor that determines whether a team moves on or hits the links. In reality, how you got it is never as important as whether you got it.

So is the Solution Sell strategy the wrong approach? No, it is now and for the foreseeable future the right approach. What is wrong, however, is to believe ? like so many do ? a beautiful plan automatically results in sales. It Doesn't!

Under the microscope it appears we all need to feel we have evolved farther than in reality perhaps we have. It has clouded our view of what's truly required to be successful in sales - Fundamental Selling Skills.

To focus only on a plan is to give short shrift to the Art / Science or Discipline of the Professional Solution Sell.

The fact is, good plan or not, an unskilled seller will not recognize a simple buying signal. Untrained reps don't know how to build Trust and Rapport with potential customers. Where there is no argument today is that Trust and Rapport are the bedrock foundation for success of any kind in sales. Even the basic art of overcoming objections is a learned skill as is knowing when or when not to ask for an order. In every respect, these skills need to be taught and honed as truly professional sellers will attest; the techniques integral to the art or science of the sale are, in the end, the stuff that:

  • Separates the Sellers from the Tellers,

  • Emboldens good strategies like the Solution Sell, and,

  • MAKES SALES!

    The Bottom Line:

    A clear selling strategy in tandem with a proven skill-set are the Yin and Yang components that make up a well balanced formula that all but ensures greater sales and profitability. To believe or practice one without the other is to believe in MYTHS!

    About The Author

    Paul Shearstone aka The 'Pragmatic Persuasionist' is one of North America's foremost experts on Sales and Persuasion. An International Keynote Speaker, Author, Writer, Motivation / Time & Stress Management Specialist, Paul enlightens and challenges audiences as he informs, motivates and entertains. To comment on this article or to book the Pragmatic Persuasionist for your next successful event we invite to contact Paul Shearstone directly @ 416-728-5556 / 1-866-855-4590 / www.success150.com or paul@success150.com

    In The News:

    • pen paper and inkwell


    cat break through


    An Introduction to B2B Lead Generation

    It is important that organizations find other companies to do... Read More

    More Cleaning and Janitorial Customers Using Yahoo

    We use this method to find new cleaningcustomers, and it... Read More

    The Art Of Cold Calling

    I know, don't groan. You have to do them if... Read More

    Peddlers, Hucksters, & Empty Suits

    Ever feel like you were "just a salesperson"? I think... Read More

    Why Arent They Buying?

    You've polished your sales page over and over againuntil it's... Read More

    What Are Car Boot Sales?

    If you live in England then you will already be... Read More

    9 Ways to Keep Clients Coming Back For More

    A lot of effort is put into getting new clients.... Read More

    Long Sales Letters vs. Short Sales Letters

    Everywhere I turn, I'm being asked to weigh in on... Read More

    The Importance of Good Sales Leads

    An important part of your business plan should be to... Read More

    I Don?t Want To Be Sold; I Want To Buy

    I went shopping for clothes today.My plan was to buy... Read More

    ?The Power Of Consumer Opinion, & How To Profit From It!?

    Selling is just a whole lot easier when you know... Read More

    What Do Mobile Auto Detailers Clean When it Rains?

    A mobile auto detailer and their profits are tied to... Read More

    Write On The Money: The Ten Commandments (Plus Five) Of Profitable Sales Letter Writing

    According to the Direct Marketing Association, in 2003 U.S. direct... Read More

    An Introduction to Store Fixtures

    Everybody is familiar with the old retail chant, "Location, location,... Read More

    Ask for the Business

    Many times in the process of making a sales presentation... Read More

    Its Better When They Tell Them

    You know that word of mouth can grow your business.... Read More

    An Ideal Selling Situation

    The largest sale that I ever closed was negotiated over... Read More

    Referrals: Getting Good Business By Doing Good Business

    Whether you're a conventional sales person, a professional ? such... Read More

    Color Psychology Will Make Or Break Your Sales Success

    Color psychology is the biggest question I receive on a... Read More

    Mortgage Leads, Choosing the Best Option

    When it comes to buying mortgage leads, there are many... Read More

    Quotations Tell... Proposals Sell!

    The traditional "Quotation" was originally devised during the Industrial Revolution... Read More

    Gatekeepers

    When I ask salespeople to define what a gatekeeper is,... Read More

    Your Profit is in Your Follow-up: A System for Increased Sales Conversion

    No matter what you sell--products, services, or causes--one of the... Read More

    Selling Services

    Selling a service isn't the same as selling a product.... Read More

    7 Ways to Stop Selling & Start Building Relationships

    Sometimes we can all use a friendly reminder to keep... Read More

    Top 10 Ways to Sell your Product or Service While you Sleep - Part 2

    Part one of this article is available at ... Read More

    How to Build Sales With Extended Benefits

    An area that can become profitable for many businesses in... Read More

    How A Simple Greeting Or Post Card Can Turn Into Cash ? Guaranteed

    I've been using a technique that has helped me to... Read More

    A Look at Mannequin Heads

    A mannequin head is a life-size head that includes all... Read More

    A Little Something Special Goes a Long Way

    Keeping the 80/20 rule in mind; that is that 80%... Read More

    Your Clients Buying What Youre Selling

    Linda felt like she had reached a plateau in her... Read More

    Write Fundraising Letter Overlines That Donors Cant Resist (Includes Samples & Examples)

    The headline that appears over the salutation in a fundraising... Read More

    Business Lessons Learned At The Mall

    Normally in this column I dispense highly-intelligent small business advice... Read More