7 Solution Selling Tips [The Ultimate Guide]

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KEY MOMENTS
0:42 1. Bring real insight.
2:32 2. It’s not about your offering.
3:25 3. Know their challenges.
4:43 4. Dig, dig, dig.
5:53 5. Drop the pitch.
7:08 6. Let their questions drive your presentation.
8:23 7. Respond to objections with questions.

1. Bring real insight.
This is the core of the way I think of solution selling. Traditional sales is all about touting your product or service, using a big fancy pitch, and doing a tap dance to convince people to buy. But solution selling hinges upon the salesperson’s ability to bring actual insight to the prospect.

When it comes to solution selling tips, the number one place to begin is right here: starting the conversation with every prospect by bringing genuine insight to the table.

2. It’s not about your offering.

Solution selling is about understanding the challenges that the prospect is facing—it’s not about focusing on your solution or offering. It’s all about the prospect. One of the most important tips on solution selling is simply to seek to understand the prospect’s challenges better than anyone else out there.

3. Know their challenges.

Always remember that no matter how knowledgeable or experienced you are, you never know a prospect’s particular situation until you seek to understand what they’re going through. Get them talking about their challenges before you do anything else.

4. Dig, dig, dig.

Oftentimes, it takes some digging to get the prospect to articulate all of these things about their challenges. I find that most prospects’ challenges are like icebergs. While more salespeople are content just to catch a description of the tip of that iceberg, solutions selling requires that we look at what’s beneath the surface. We've got to dig deep.

5. Drop the pitch.

Pitching is the most common tool that salespeople use to try to engage prospects and close deals. It's all about the pitch. But in reality, prospects don't need your pitch. They don’t want it. They’re turned off by it. And they have so much access to information on their own that your pitch is entirely useless to them.

Instead of a pitch from you, prospects need you to guide them through a clear process to determine whether there’s a fit between their challenges and your solution. With solutions selling, we create value not through the persuasiveness of our pitch, but through our understanding of the prospect’s challenges, and the real costs associated with those challenges. What's the value of actually solving the prospect’s challenges? That's the value of your offering—not some fancy ROI calculator that you pitch to your prospect. It's about them, not you.

6. Let their questions drive your presentation.

The key to a successful solution selling presentation is to keep it as short as possible, and then let the prospect’s questions drive where the presentation goes. Think of it as a choose-your-own-adventure book for the prospect. It’s not a novel that has to be read from start to finish. Instead, they get to pick and choose which parts they experience based on the questions they ask and the comments they make throughout the presentation.

Repeatedly engage the prospect throughout your presentation, and keep them focused on what matters most to them. This will increase your chances of ultimately closing the deal.

7. Respond to objections with questions.

This may sound a little counterintuitive. Many salespeople respond to objections with kneejerk “comebacks” aimed at making the prospect think their objection was somehow misplaced or misguided. But prospects give objections for a reason. With solution selling, it’s your job to find out what that reason is.

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