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Solutions Are Worth Nothing
If you’re a long-time
reader of this blog, you know that I’ve talked a lot about the need to monetize the value of what you do. In today’s Drought, merely talking about benefits is not enough to drive successful results.
I’m working with a great company in the Southeast who has taken this idea and is literally changing their entire approach to selling. Recently, they sent me a list of programs and processes they offer to their clients. These programs and processes are what makes their company a superior solution. They were developing a worksheet to show to their prospects the value of each program rather than spouting the features and benefits.
It is here where Diagnostic Selling completely separates itself from traditional solutions-oriented sales. In Diagnostic Selling, there is a key principle that you must keep in the forefront of your mind at all times:
Solutions Have No Value
A solution isn’t worth anything – unless it addresses is a specific problem for a specific customer. Think about it, what’s a computer worth? It’s not worth anything if you don’t need one.
As I’ve discussed in several recent posts, you are always in one of two conversations – either “What’s it cost,” or “What’s it worth?” When you focus on the solution, you cannot escape the “What’s it cost” conversation.
Therefore, the goal of your sales and marketing efforts should not be to value the solution, but to enable you prospects and customers to identify, understand, and value their problems. When you do that your solution becomes far more valuable.
Comments
7 Responses to “Solutions Are Worth Nothing”
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[...] The “Solution” is a Matter of Perspective By The Sales Cooke “The goal of your sales and marketing efforts should not be to value the solution, but to enable your prospects and customers to identify, understand and value their problems.” ~ The Fast Growth Blog [...]
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[...] provoke the awareness of problems, rather than provide solutions. As I’ve written before, solutions are worthless. To drive the demand and the margins, you need to be successful, you can no longer wait for [...]
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[...] Oh yeah – I never asked. I got so caught up in the “clarity” of the situation, I completely messed up some of the most basic tenants of any sales situation. Now to Mike’s partners I’m just a solution – and as I’ve written before, solutions are worthless. [...]
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[...] a status quo purchase from you, they do the same basic things they did with their previous “solution.” The status quo sale is aimed at addressing the issues/problems/worries in the [...]
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[...] most companies take a solutions (instead of a business results) approach, their focal point is often too low in the organization, and those who care, can’t do [...]
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Resources
Doug's Washington Business Journal Columns- Intelligent Growth Articles
Third Wave Selling Blog
Products to Grow
To “enable your prospects and customers to identify, understand and value their problems.” The first clear explanation of what value based solution selling means. It is not what we value, it is how they value their problems and identify a commitment to solving it. Well put. (Follow up post on http://salescooke.com)
Dave,
Thanks for the comment. I enjoyed your post on the subject as well.