‘Solution Selling’ is a term we have all heard a million times before. Anyone who has worked in a sales or marketing related position in the channel has been exposed to either training or at the very least marketing material that is based on solution selling. It has been around for quite some time now and is starting to beg the question, Is Solution Selling still relevant?
This article outlines how many organisations attempt to adopt a solution selling approach but often fail at properly executing on it. It also goes on to discuss that perhaps even true solution selling is not the approach we need. Decision makers and managers are not necessarily looking for solutions to problems but rather results for their business.
Read this article in full to understand Geoffrey James’ perspective on solution selling and why he believes that solution selling may well be dead.