The Problem Most Businesses Have with Solution Selling

Have you heard of solution selling?

The approach is one we talk about indirectly — of providing value to your customers. In the case of solution selling, you stop talking about all the features you offer and concentrate on having a conversation about how you solve your customers problems. It’s a much more emotional approach, which appeals to the area that controls our buying anyway.

So if it’s such a great approach, how are people getting it wrong?

 

The One Problem with Solution Selling

There are times when people need details. They get past the why of what you’re doing (that’s answered by your solution to their problems) but they need to know the how. That’s where many businesses fall short. They think if they tell the customer, they’re going to solve the problem, that’s all they need.

Have you ever watched Fantasy Island, the old show from the 70s and 80s? The plot lines of that show illustrate the importance of getting past the “why” and into the “how.” If you don’t remember, Aaron Spelling’s genius went something like this (this is not an actual plot just an example of how he set the show up):

A poor struggling writer goes on vacation to Fantasy Island. He wishes for money so he no longer has to wait tables and he can concentrate on his craft. The next day, he receives a windfall of cash. His dreams are coming true but he finds out his money came from a good friend naming him as a beneficiary in his life insurance policy.

See? The how does matter.

As a business owner, you probably needn’t worry about something so shocking, but in your rush to market how you solve your customers’ problems, don’t forget the how.

The how is a deeper funnel conversation. Solution selling gets the customer’s attention. It says, “Hey, we can help.” Your customer hears that offer over all of the noise because it’s something that’s been eating at them. They’re interested in hearing more. The conversation then begins. Getting to the how, is where you establish the trust factor. This is what will help them ultimately buy from you.

Without the how, it will become increasingly harder to move them down the sales funnel. All but the most uninformed customer, that is. And uninformed are rarely loyal. They are converted easily but they also move onto the next company with equal ease every time someone shows them something sparkly.

Give your customer the how and start building trust. It’s not something you need to lead with, but you do need to show them it’s possible, and that’s when they’ll start to believe in you and your company.