Has anyone ever told you that you should use solution selling?
If so, I’m willing to bet you thought that person had no idea what they were talking about.
I see this all the time from sales managers and CEOs. They tell me, “I really want my salespeople to use a solution selling approach.”
But at the end of the day, they have no clue what that actually means.
As soon as I ask a few questions about what this approach entails, I often get the same response: “Well, the first thing they’ve got to do is pitch the solution.”
This couldn’t be more wrong!
In reality, solution selling is a fantastic approach. But in order for it to be successful in today’s market, we must first drop the old-school selling crap about pitching solutions.
Instead, we want to take people through a process that helps them identify their own solution to their problems. This is true solution selling.
In this video, I’m going to show you 15 quick solution selling tips to close more sales. Check it out:
Solution Selling Video Summary:
Solution Selling Tip #1: Stop pitching.
We need to stop pitching if we’re going to apply an approach that actually works.
Whether we call it solution selling or anything else, no sales approaching will work if you pitch up front at the beginning of a prospect conversation.
Most salespeople are starting the conversation by immediately pitching their offering. They talk about the features and benefits of their product, and how it’s going to transform their prospect’s organization.
What they’re really doing is using a 140-year-old selling strategy that simply doesn’t work in today’s market. And it definitely doesn’t work for solution selling.
In fact, the data shows that prospects and buyers don’t want us to start with a pitch. Instead, they want us to really understand what’s going on in their world.
Solution Selling Tip #2: Drop the excitement.
If you’re selling a product or service that you really believe in, chances are you may have some excitement and enthusiasm around the sale.
That’s all well and good—but I challenge you to keep your excitement inside, and tone down your enthusiasm. You simply don’t want your prospects to detect excitement in your voice at the start of a call. .
When solution selling, never start a conversation with a cheerful, “Hey George! What if I could show you a way to transform your organization?” It’s painful for anyone to listen to a cheesy, enthusiastic sales approach like that.
Excitement will always make you come off as low-value in the eyes of a prospect. Drop that enthusiasm, and instead just be genuine and real. Lower your tonality and be calm.
Solution Selling Tip #3: Make it about them.
This is the single biggest difference between traditional old-school selling and modern solution selling: Modern solution selling is all about the prospect.
It’s about understanding what’s going on in their world. When you’re solution selling, you want to focus almost exclusively on their challenges.
To that end, you may want to start your conversations like this: “Lauren, right now what I’m seeing in the marketplace is that organizations just like yours are struggling with x, y, and z. Do any of those issues ring true to you?”
Pull them into a conversation that’s all about them.
Solution Selling Tip #4: Understand their challenges.
Once you’ve made the conversation about the prospect, it’s time to dig into their challenges.
Ask, “George, if you could be doing just one thing better when it comes to _______, what would it be?” Fill in the blank with what makes sense for what you sell.
Go deeper. Think of solution selling as being as an armchair psychologist, asking questions to gain more and more clarity into your prospects’ struggles. Get them to paint you a picture of what’s happening in their world.
Solution Selling Tip #5: Know their objectives.
This is the flipside of understanding challenges. Objectives are all about understanding what they’re looking to accomplish.
What’s important to your prospects? The key to solution selling is to understand, big picture, what your prospects are looking to accomplish this year with regards to what you sell.
Even if you’re selling to consumers, this is a vital part of successful solution selling. My wife and I just remodeled our house, and we met with a bunch of contractors. You wouldn’t believe how many of them just went right into the nuts and bolts of what had to be done—neglecting to ask about our objectives for the home we had just bought.
Only one contractor (who we ended up hiring, by the way) had the presence of mind to ask us, “Big picture, what are you looking to do here? What do you want to be using this space for?”
Answering these simple questions about our objectives allowed us to tell our story and we felt like the contractor was interested in helping us meet our specific needs.
Solution Selling Tip #6: Get clear on what accomplishing their goals will actually mean.
What does accomplishing that goal actually mean to the organization? What does it mean in dollars? These questions are paramount to successful solution selling with any prospect.
It’s time to ask questions like, “If you were able to accomplish this, what would it mean in additional revenue to your organization? What would it mean in additional profitability? What would it mean to you personally?”
Once you get answers to these questions, you’ve created so much value for your solution, because they’re basically telling you what your value is to them. This is so powerful.
Solution Selling Tip #7: Understand their personal motivation.
I can’t say this enough: Every business objective has a personal objective.
Your prospect may say, “We need to increase our profitability.” But what does that mean to them? How does it affect them?
What does that problem—or solving that problem—mean to them personally? It could mean a bonus. It could mean losing their job. It could mean making more money. Who knows what it means? You have to find out in order to be successful at solution selling.
We want to understand their personal motivation. The data shows that buyers always make decisions based on personal motivations and emotion, not just based on logic.
Solution Selling Tip #8: Present only what matters to them.
We want to present back to prospects the solutions to the challenges they’ve already told us are what matters most. We don’t want to go any further than that.
Where a lot of salespeople miss the boat here is that they want to present the whole thing. They want to show everything they can do to help prospects solve all of their problems.
The reality of solutions selling is that your prospect only cares about one or two things. Present only to those challenges, only to those concerns, only to those objectives.
If you do that, you’re saying, “Hey, I’ve listened to you. I understand you. And now I’m going to arm you with the solution to those challenges.”
That’s true solution selling.
Solution Selling Tip #9: Use case studies.
This is an important distinction in solution selling. Most salespeople are just presenting features and the benefits. What we really want to be doing is presenting case studies.
This sounds like: “Barry, you told me about challenges x, y, and z—and that really reminds me of a particular client we have who had the exact same types of challenges. Let me share with you what those challenges looked like, and then what we did to solve them. Would that make sense?”
Any prospect is going to say, “Of course!”
Case studies enable you to present your solution in the form of a story that engaged your prospects on a deeper level. Everyone loves storytime, so be sure to incorporate it in solution selling.
Solution Selling Tip #10: Stop overcoming objections.
I said it: Stop overcoming objections.
I can’t tell you the number of times a sales manager has come up to me and said, “We need to teach our salespeople how to overcome objections.” My response is always the same: “Well, do you think objections are the problem? Or is the sales process leading up to those objections the problem? Why are they getting these objections in the first place?” And they inevitably say, “You know what? You’re right.”
It’s really not about the objections. It’s about the fact that your sales process is leading you to get objections in the first place.
Top salespeople make sure they understand exactly what’s going on in the life of their prospects to understand what they care about, so objections shouldn’t even come up at the end.
If you reach the end of a conversation and the prospect says, “You didn’t mention this, and this is what’s really important to me,” then you know you’re in a lot of trouble. That means you missed a key part of the discovery conversation.
If we want to stop overcoming objections, we need to avoid the objections in the first place when we implement solution selling. We need to address the concerns prospects have at the start, so that way they don’t come up at the very end of a conversation.
Solution Selling Tip #11: Never go past 60 seconds.
This is one of my new favorite pieces of data from an organization called Gong.io, which has analyzed millions of selling conversations using artificial intelligence algorithms. They found that no successful sales presentations went past about 100 seconds of monologue on the part of the salesperson.
My advice to you is that if you want to be successful at solution selling, you should never talk for more than 60 seconds in a sales presentation before looping the prospect back into the conversation.
This can be really simple: “Before I go any further, I just want to make sure are we’re still on the same page. Does all this make sense?”
What we’re doing is we’re pulling them back in every 60 seconds with tiny questions or “feedback loops.”
Solution Selling Tip #12: Focus on the value of your solution.
This is another major difference between solution selling and traditional selling. While old-school selling tells us to focus on the features and benefits of our products, solution selling tells us to focus on the value of our solution.
We want to clarify how our solution will positively impact the life of the prospect. That’s it.
When it comes to solution selling, we want to focus on value, not numbers.
Say something like, “Hey, you mentioned that solving these challenges could potentially increase sales by about $10 million. Here is how we could possibly allocate that sales growth. This is how we can accomplish that.”
You’re getting into the specifics about how your solution is going to positively impact their life, and how it’s going to positively impact their organization.
Solution Selling Tip #13: Keep the presentation short.
This cannot be overstated. If you’ve done a good job in discovery during solution selling, all you have to do is give a short presentation that just shows you know how to solve their problems, and then stop.
Don’t go any further; only present to the challenges that they mentioned.
Keep that presentation short.
Solution Selling Tip #14: Make it a back-and-forth.
I mentioned this earlier, but it’s so important to solution selling that I want to mention it again. You presentation should always be a conversation, not a monologue.
Data shows that top salespeople are having a lot more back-and-forth in the presentation than average and bottom performers. We want to make this a true two-way dialogue. Keep engaging the prospect in that conversation if you want to be successful at solution selling. Back and forth, back and forth.
Solution Selling Tip #15: Establish next steps.
Have you ever been in a selling situation where everything was going great…but then you never schedule a next step at the end of the call, vaguely say you’ll reach out to them sometime next week, and you never speak with the prospect again?
This is far too common in solution selling, and it can all be prevented by simply establishing next steps. I want you to get used to saying this one phrase: “Do you have your calendar on you?”
Let me repeat that: “Do you have your calendar on you?” (By the way, in today’s world, 100% of of buyers have their calendars on them. It’s called their phone. It’s called their computer.)
Get in their calendar by sending a calendar invite. If you do this simple step in solution selling, you’ll hold onto so many more sales.
Solution Selling Bonus Tip #1: Build a connection.
When it comes to solution selling, it’s so important that you build a connection with the prospect early on in the discovery phase.
There are many ways to build rapport with prospects, but some are better than others. In fact, there are several techniques that have been scientifically proven to help you build a connection with prospects in solution selling interactions.
First, you want to match your prospect vocally and in vibe. Pay attention to how your prospect sounds and how their presence feels in the room. Then, make small tweaks to your own behavior and style to mirror them.
Next, you can build connection by “breaking the pattern” and showing the prospect you’re different from other salespeople. Do whatever you can to set yourself apart from the competition, taking an approach that will be unexpected by the prospect.
You should also remember to focus exclusively on the prospect when solution selling. Don’t drone on about your product or service. Instead, make a concerted effort to learn all you can about the prospect and how you can help them.
And finally, use feedback loops. Ask little questions every 45 seconds or so to loop the prospect back into the conversation, such as “Does that make sense?” and “Do you see what I’m saying?”
Solution Selling Bonus Tip #2: Start strong.
Salespeople who use solution selling often ask me, “How do I start an effective conversation with prospects? I just can’t seem to get it going.”
This is a great question, and a huge challenge for most salespeople. Starting strong at the beginning of the interaction is critical to successful solution selling, after all.
A few ways you can be sure to start strong are to show your expertise up front, list common challenges the prospect will relate to, engage the prospect with a question, and lead with what you’re seeing today in the marketplace.
Solution Selling Bonus Tip #3: Understand decision-making.
You can’t be successful at solution selling if you never take time to understand the prospect’s decision-making process. It’s that simple.
You’ll keep getting objection after objection if you fail to establish whether the prospect is the decision maker, how the organization makes decisions, and other key factors about decision-making.
Ideally, you will ask questions about decision-making early on in the solution selling process so you don’t get too far with the wrong prospect, making it difficult to turn the conversation over to the real decision maker.
Solution Selling Bonus Tip #4: Sell high.
Solution selling is always better the higher up you sell. This is true for virtually all sales: You want to sell to the highest level prospect you can find.
Don’t shy away from going after C-level prospects or prospects with higher titles than you’re used to speaking with. Talk to them like a peer and present yourself as an expert who can help them solve their top challenges.
If you keep solution selling to low-level buyers, you’ll never reach your full potential and crush your sales quota. Start selling high.
Solution Selling Bonus Tip #5: Stop worrying about getting a “yes.”
We all love to hear “yes” in sales, but solution selling isn’t about getting positive reactions all the time.
In fact, in order to disqualify prospects who aren’t a good fit—which is critical to solution selling—you need to hear “no” quite often.
Get comfortable with “no” and you’ll get better at solution selling.
The more prospects who tell you “no,” the more time and resources you’ll have available to focus on truly qualified prospects who will tell you “yes”—so stop dreading rejection and embrace disqualification.
So, there you have it. There are 15 quick solution selling tips (plus 5 bonus tips) to close more sales. I want to hear from you. Which of these ideas did you find most useful? Be sure to share below in the comment section to get involved in the conversation.
Enjoyed this article? Please share away!
Get instant access to our free sales training:
Why Prospects Push Back on Price, Give 'Think-It-Overs,' and Ghost in Sales Until They Meet a Sales Superstar Who Is Following These 7 Simple Keys
About the Author Marc Wayshak
Marc is is the best-selling author of three books on sales and leadership, including the highly acclaimed titles Game Plan Selling, The High-Velocity Sales Organization and his forthcoming book, Sales Conversations, Mastered.
Marc is a contributor to Inc, HubSpot, Fast Company, Entrepreneur Magazine, and Huffington Post Business. He also hosts a popular YouTube channel on sales strategy with over 103,000 subscribers.
Marc helps thousands of people his data-driven, science-based approach to selling that utilizes all the best tools available to sales organizations today.