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Huge Benefits of Selling Solutions and Not Products

Sales activities today appear to place far more emphasis on scrambling to get a deal with the next new clients so that they can buy your product/service, than really knowing if that product/service offers a solution to their problems.


Having done sales at some point in my life I know hitting your sales targets is no easy achievement more so when the company has set unrealistic targets.


Sometimes you may have the best product/service in the market, an active website, best sales and marketing strategy, but you have little to no sales. What would be the problem? Let's find out.


1. Educate


You need to stop promoting and start educating your audience about things such as industry news and solutions that can help them pass particular pain points. This helps to build trust between you and your audience. Ensure your message targets the business pains the prospect is facing right at the beginning of your conversation.


You need to understand your audience and understand what their frustrations and problems are first, so that you can be in a better position to educate them. At the beginning, customers want to know what you can do for them and the first step must be educating your customers on how your services and products will add value to their business and success.


Educating your customers is one of the most useful, effective and practical methods to promote and market your company’s offerings.


2. Customer Value


Customer value is the satisfaction a consumer feels after making a purchase for goods/services relative to what he must give up to receive them. A consumer doesn't consider value just in terms of cash spent, but can also consider the time it takes to obtain a purchased product or interactions with company staff eg. sales reps, customer service reps. Always remember that in order for your customer to be willing to pay, they must derive value from a market offer.


Brands must try ever harder to create and communicate value in everything they do because customers have an overwhelming abundance of choice.

Customer value is the result of a conversation between a sales person and a customer. The sales person is able to determine the customer’s needs and goals and explain how a given product/service will create value by satisfying those requirements while generating benefits for the customer.


3. Differentiate


You need to be able to position yourself against your competitors and convince the prospect that your solution is the best one in the market. The market is a battleground and the best fighter wins. There is so much to choose from and prospects are more curious and educated than they were a few years back.


A sales person can decide to use a statement like, "we have the best software in the market," which may not mean much to a prospect because he has heard this statement over and over again. The prospect wants to know why your software is better than that of the competitor and how this will help in passing a particular pain point that his organization is going through.


Companies trying to differentiate themselves from their competitors are urged to become "solution providers," not just sellers of products and services.


4. Pain Points


Stressed customer

Figuring out your customers’ most common problems might be the most important part of the process. The better you understand, the better your ability will be to service their needs.


Some of the pain points that a prospect might be experiencing might be:-


  • Financial - the prospect is spending too much money on the current provider and wants out

  • Processes - the prospect may be using a software that doesn't address the issue of accidental orders or managing taxes or perhaps even qualifying a prospect.

  • Productivity - the prospect is having issues with increasing automation or keeping up with the rapidly changing technological advancements.

Knowing the customer pain points allows you to start thinking about how to position your company or product as a solution to their problems.


One key point you need to understand is that you need to view your customers’ pain points holistically, and present your company as a solution and as a trusted partner as well, who can help solve a variety of their problems.


5. Relationship Selling


This is the connection and relationship a salesperson builds with their customers and potential buyers. Instead of salespeople solely focusing on the pricing of a product/services, the priority is on the interactions and trust built between sales and the prospect.


Every interaction you have with a customer will contribute to developing the sales relationship, and the best way to do this, is to ensure you make the customer feel important. Once this is established, your prospect will be free to share with you intimate problems his company is going through, and this will be the best chance for you to sell your solution.



To create a level of trust and faith, you need to build a solid relationship with prospects before you ever try to close a deal. Once you know your prospect’s challenges and goals, you can figure out how to customize a solution that addresses a pain point.


Always look at the solution, not the problem. Learn to focus on what will give results.


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