So, has solution selling become obsolete?
Many sales professionals cling to the pitch-present-close mode, they prattle about capabilities, features, and benefits without understanding the buyers' needs. On the other hand, buyers nowadays don't rely on sales professionals to state their needs. Owing to increasingly sophisticated procurement teams and armed with troves of data, they can readily define a solution for themselves, and the solution offered by the sales people serves more of an annoyance than assets.
Companies need to convey to customers that they can add Value to their buying process, Traditional sales representatives could be at a distinct disadvantage in the current scenario; however, if they abandon much of conventional wisdom thought in a sales organization, they could be flourishing in the group of high performers. For that, they need to redefine what good selling might look like. This paradigm shift may not only communicate how great their solutions are but also become a part of the solution.
This select group beckons you with a competitive edge by providing more significant emphasis on buyers' responses, enhanced visibility of buyers' behaviour that indicate buying intent, critical skill sets to engage, and recommend next steps based on buyers' persona.
Also, these sales professionals don't just sell more effectively—they sell differently. This doesn't include improving how they currently sell; it involves altogether changing their psyche about how they sell. To accomplish solution selling as a sales effectiveness, organizations fundamentally need to rethink the training and support provided to their sales people.