Sales Information |
Solution-Sell is a Myth!
Who among us is not already up to here with the omni-smarts who wax poetic the benefits of "Solution Selling." Now it may seem strange for me, the author of the book "Up Your Income! Solution Selling for Profitability" to cast aspersions on the merits of this approach. Nevertheless like so many things in the real world, theory is one thing, application thereof is quite another. The question then becomes; what are the differences between theory and reality for the Solution Sell, and, is there credibility in either? It's well known the solution selling strategy was designed to meet the challenges of the 1980s new Technological Era. The computer not only changed the way we did business, it also changed the philosophy by which we sell. The fact that few industries were untouched by the computer meant there was fertile ground for this new selling style to quickly take root. The solution sell dealt with the 'Multi-Box' challenge ostensibly needed to address more complex products and solutions in a more competitive marketplace involving more players than ever providing exactly the same or similar merchandise. This new approach took a longer view of the selling process and was expressly designed to garner long-term customer loyalty. If companies were to survive and remain profitable, customers had to buy into the idea there was added value in long-term relationships that refocused purchasing criteria on Value and not strictly on Price. The strategy certainly made sense then and still does today. So one might then ask, Where's the problem? Like so many companies hoodwinked into believing the way to success was through a good corporate 'Mission Statement', the solution sell approach - much like a mission statement - was and still is, a simple strategy. It is only in its successful application that success of any kind can be realized. Looking at it differently, the way to win a hockey game is to put the puck in the net more times than your opponent and keep doing it until the nightly news comes on?lol. Who can argue a proven strategy like that? The application, however, always proves to be the litmus test that continues to separate those with only a good plan from those who can actually implement one. Simply said, too many corporations bet the farm on the Solution-Sell-Strategy at the expense of the most important part of selling - Making the Sale! Many of the most unsuccessful companies went out of business with some of the best-laid plans and strategies. The fact is, formulating a strategic plan is always easier than actually implementing one. Disproportionate amounts of time and effort spent designing attractive long-term Solutionist strategies pale in comparison to the skills needed to achieve what really matters in the end - Did you make a sale? Which brings us to why the Solution-Sell-Strategy is a myth. As much as we'd like to think we have evolved far beyond any selling stratagem from the past, in practice, [regardless of what product or industry], think about the one question asked by all sales managers to all salesreps at the meeting held just before the end of each month. "What orders are you bringing in by month end?" The BOX-SELL-STRATEGY! That's right, it never really went away and it's what successful companies understand to be the most basic ingredient, germane to any selling strategy. Lets face it, [using the hockey example again], even the puck that goes in off your helmet still counts and can be the quintessential, deciding factor that determines whether a team moves on or hits the links. In reality, how you got it is never as important as whether you got it. So is the Solution Sell strategy the wrong approach? No, it is now and for the foreseeable future the right approach. What is wrong, however, is to believe - like so many do - a beautiful plan automatically results in sales. It Doesn't! Under the microscope it appears we all need to feel we have evolved farther than in reality perhaps we have. It has clouded our view of what's truly required to be successful in sales - Fundamental Selling Skills. To focus only on a plan is to give short shrift to the Art / Science or Discipline of the Professional Solution Sell. The fact is, good plan or not, an unskilled seller will not recognize a simple buying signal. Untrained reps don't know how to build Trust and Rapport with potential customers. Where there is no argument today is that Trust and Rapport are the bedrock foundation for success of any kind in sales. Even the basic art of overcoming objections is a learned skill as is knowing when or when not to ask for an order. In every respect, these skills need to be taught and honed as truly professional sellers will attest; the techniques integral to the art or science of the sale are, in the end, the stuff that: The Bottom Line: A clear selling strategy in tandem with a proven skill-set are the Yin and Yang components that make up a well balanced formula that all but ensures greater sales and profitability. To believe or practice one without the other is to believe in MYTHS! About The Author Paul Shearstone aka The 'Pragmatic Persuasionist' is one of North America's foremost experts on Sales and Persuasion. An International Keynote Speaker, Author, Writer, Motivation / Time & Stress Management Specialist, Paul enlightens and challenges audiences as he informs, motivates and entertains. To comment on this article or to book the Pragmatic Persuasionist for your next successful event we invite to contact Paul Shearstone directly @ 416-728-5556 / 1-866-855-4590 / www.success150.com or paul@success150.com
MORE RESOURCES: Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting |
RELATED ARTICLES
Making the Sale When the Customer Wont Buy Ever had a party online or offline, and had guests say "I love that item, but I can't afford it right now", or "It's so hard to decide, I want all of this!". This is a perfect time to sell all those items to your customer without them having to pay a dime. Five Keys to Make Your Cold Calls Sizzle Do you clam up on the telephone? An advertising rep called the other day to sell some ad space in a local news magazine. After I said, "Hello," there was nothing but monotone dialog until I interrupted him a minute later. How To Sell Your Products or Services on Value And Stop Selling On Price Alone Have you ever met with, or talked to a prospect that wasn't ready to buy what you had to offer? What did you do with that prospects? Most sales gurus of the 1980's and 90's wrote books that told you to move on to the next prospect who is ready to buy now, and not waste your time on those that aren't ready yet.Here's the wrong assumption to make in that situation. Connecting with Customers I just got off the phone with a friend of mine. Business is up he said, but he didn't know why. How Many Ways Do You Have To Justify Your Price? If you were selling a mansion, and you were selling it for 25 cents, some wiseacre would inevitably respond, "It costs too much."When that happens, are you prepared?As an excercise, make a list of 20 "reasons why" your services are worth your fees. First, Fast, And Foremost . . . First - being before all others. Fast - moving or able to move quickly. Understanding The Corporate Buyer Selling your services to corporations is an attractive proposition. The contracts are larger than with small businesses and individuals, and often longer-term. Five Things More Important to Buyers than WHAT Youre Selling - I Article I of a two-part series.No matter what customers say they want, what they're really looking for is "something special. Selling Your Way To Success I wonder when we decided to become a sales person. I know when I was at school all I ever wanted to do was join the Navy and see the world. Dont Let Rattlesnakes Scare You Recently I was out trail running along the South Fork of the Yuba River. The Yuba River is in a beautiful canyon running east-west through the middle of Sierra Nevada Mountains of California. Creating Your Perfect Pitch! Why should you describe your business to others in 5 to 10 seconds?How long do you think you have to get anyone's attention? 5 minutes? 2 minutes? 30 seconds? It is actually 10 seconds. I know it does not seem like a long period of time but you will be amazed what you can say in 10 seconds. Peddlers, Hucksters, & Empty Suits Ever feel like you were "just a salesperson"? I think anyone who has been in sales for awhile has thought or felt this at sometime in their career. In some fields, sales is such a dirty word that they've created euphemisms to try and reclaim some dignity. 17 Tips for Bringing Your Event to Life Your job as an event planner doesn't stop with the meeting in the company boardroom. You may be called upon to organize an employee appreciate event, an awards dinner, a product launch, the celebration of a company milestone, a gala recognizing a longtime employee's retirement, an incentive event for company's sales force, a fundraising event, a holiday celebration?the list goes on and on. Cold Calling Pressure Reduction Who likes cold calling? Most salespeople don't like cold calling, and do as little of it as possible. There are a number of reasons why most of us don't like it. Is Sales Profession an Oxymoron? If you are in Sales, you have probably heard these before:Q: "How can you tell a sales person is lying?"A: "His lips are moving."Q: "Why do lawyers like sales people?"A: "They give them someone to look down on. How to Acquire More Leads The most effective prospecting techniques were revealed inthe August 1st, 2002, issue of TIP (URL at end of article)that resulted from a survey of financial advisors earning over $200,000 annually.Here's how they rated the following techniques:100. The Doors Of Opportunity Alexander Graham Bell once said, "When one door closes another opens; but we often look so regretfully upon the closed door that we do not see the one that is opened for us." If you're in sales you gotta remember this one. Can Walmart Make You Rich? Have you ever shopped at Walmart and thought.. Everything in Life is Selling Robert Louis Stevenson said 'Everything in Life is Selling' and it is. Whether as a child you cry until you get what you want; whether as an adult you provide a service to your employer in return for payment; or whether as an individual you make sure that you look your best before meeting someone on a date, they can all be defined as selling. The Wall of Defensiveness: 7 Ways to Tear It Down Have you ever gotten frustrated when you realize that your prospects keep stereotyping you as a "salesperson"? And because of that, they don't give you the trust and openness that you deserve, and that are essential if you're going to help them solve their problems?That's what's been happening to Michael, who calls companies to set appointments with decisionmakers. "I have a great product that I'm passionate about," he told me, "but when I call prospects, they immediately start treating me as just another salesperson who's trying to sell them the same type of product that others have tried to sell to them in the past. |
home | site map | contact us |