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Rene C.A. Musch copyright© 2016
Solution Selling or
Selling Solutions ?
That is the question !
Rene C.A. Musch copyright © 2016
Solution Selling or….Selling Solutions
2
Some say It’s the end of Solution Selling !
Harvard Business Review 2012
But.... We are still selling solutions !
A new era of Insight Selling has started.
Rene C.A. Musch copyright © 20163
Yes. We still sell solutions
but the way to sell them has been changed
You only need to know and tell the answer of 1
Question:
Why should this customer buy my solution ?
Solution Selling or….Selling Solutions
Rene C.A. Musch copyright © 20164
Insight Selling means:
- Collect information to provide buying reasons
- Knowing how to create values for the customer (not
only present but also for the future)
- Know the business as good as or better than the
customer
Solution Selling or….Selling Solutions
Rene C.A. Musch copyright © 20165
USP’s is past tense
- They are never Unique
- Doesn’t say anything about values for the customer
- Or the customer does not seem to understand the
value for him (match painpoints & future
perspectives)
Solution Selling or….Selling Solutions
Rene C.A. Musch copyright © 20166
KVP’s and CVP’s
KVP’s : Key Value Points
The value points for the Industry (specific)
CVP’s : Customer Value Points
The value points for the Customer (specific)
Solution Selling or….Selling Solutions
Rene C.A. Musch copyright © 20167
KVP’s and CVP’s
KVP’s :
- The Value Points that are general for the Industry
(you need to have Insight in the Industry)
- If your solution does not cover these Value Points
then you are knocked out.
CVP’s :
- The Value Points that are unique for the customer
(you need to have Insight about the customer)
- This is the cherry on the cake -> You create value for
the customer
Solution Selling or….Selling Solutions
Rene C.A. Musch copyright © 20168
As a Salesperson .....
1. You need to have Insight in the industry as well as in
the customer (only knowing how to demo your
solution is worthless)
2. Advise the customer how to run his business better,
more efficient, more profitable. So not covering only
painpoints but also providing improvements.
3. Have knowledge and have a vision (thought
leadership)
Solution Selling or….Selling Solutions
Rene C.A. Musch copyright © 20169
Selling Solutions with Insight Knowledge
Solution Selling or….Selling Solutions
Rene C.A. Musch copyright © 201610
1. Those who are aware of the painpoints and want to solve them.
Improvements are less important.
1. Easy to use
2. Faster
3. Low costs
2. Those who are aware of the painpoints and want to solve these and are
open for improvements (processes)
1. More efficiency
2. Better reports and overview
3. Those who know their painpoints very well and are more interested in
expanding and improving their business
1. ROI
Three types of customers...be prepared for them
Solution Selling or….Selling Solutions
Rene C.A. Musch copyright © 201611
Marketing as integrated with sales.
 Spread out success stories
 Spread out thought leadership (Social media)
 Build up, maintain and expand network (live and social media)
What about Marketing ?
Marketing as supporting sales.
 Website proving , acknowledge and confirm your position/vision
 Expressing your vision in adds or events and newsletters
 Social Media ; announcements, deep-insights, customer-solution
stories
Solution Selling or….Selling Solutions
Rene C.A. Musch copyright © 201612
The way of contacting a lead/prospect has changed
> Social Media, Communities, Blogs, email, and yes the phone still works
as well. It’s a matter of getting «connected» with the contactperson.
It could end up dead if the salesperson does not «connect» with the
contactperson.
- Because of lack of knowledge about the business/Industry
- No indept insight of the customer (doesn’t know what is going on)
- Cannot express a vision (what’s the future of the Industry)
- Does not have a network in the industry (referrals are very important)
Is cold calling dead ?
Solution Selling or….Selling Solutions
Rene C.A. Musch copyright © 201613
1. Get indept insights of the industry: know who is leading (top 10) and
why are they leading (what do they do better then others). So know
the paintpoints, improvements, opportunities, future.
2. Know about your competitors; what are your differentiators, SWOT
3. Get involved in networks (Social media and business networks)
4. Write articles, success stories, Business cases and make them noticed
by the Industry -> Thought leadership
5. Visit potential customers just to get connected (coffee drinks) and talk
about the business (do not focus on your solution that is not the time
for now-> get connected first). This is called canvassing (old school but
still works). If you have a good reputation in the Industry it is easier to
get these visits
6. Provide free advise and you will get business back
Keep in mind these 6 rules and use them
Solution Selling or….Selling Solutions
Rene C.A. Musch copyright © 201614
The answer is ...
Solution Selling or….Selling Solutions

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Selling Solutions in a New Era of Insight Selling

  • 1. Rene C.A. Musch copyright© 2016 Solution Selling or Selling Solutions ? That is the question !
  • 2. Rene C.A. Musch copyright © 2016 Solution Selling or….Selling Solutions 2 Some say It’s the end of Solution Selling ! Harvard Business Review 2012 But.... We are still selling solutions ! A new era of Insight Selling has started.
  • 3. Rene C.A. Musch copyright © 20163 Yes. We still sell solutions but the way to sell them has been changed You only need to know and tell the answer of 1 Question: Why should this customer buy my solution ? Solution Selling or….Selling Solutions
  • 4. Rene C.A. Musch copyright © 20164 Insight Selling means: - Collect information to provide buying reasons - Knowing how to create values for the customer (not only present but also for the future) - Know the business as good as or better than the customer Solution Selling or….Selling Solutions
  • 5. Rene C.A. Musch copyright © 20165 USP’s is past tense - They are never Unique - Doesn’t say anything about values for the customer - Or the customer does not seem to understand the value for him (match painpoints & future perspectives) Solution Selling or….Selling Solutions
  • 6. Rene C.A. Musch copyright © 20166 KVP’s and CVP’s KVP’s : Key Value Points The value points for the Industry (specific) CVP’s : Customer Value Points The value points for the Customer (specific) Solution Selling or….Selling Solutions
  • 7. Rene C.A. Musch copyright © 20167 KVP’s and CVP’s KVP’s : - The Value Points that are general for the Industry (you need to have Insight in the Industry) - If your solution does not cover these Value Points then you are knocked out. CVP’s : - The Value Points that are unique for the customer (you need to have Insight about the customer) - This is the cherry on the cake -> You create value for the customer Solution Selling or….Selling Solutions
  • 8. Rene C.A. Musch copyright © 20168 As a Salesperson ..... 1. You need to have Insight in the industry as well as in the customer (only knowing how to demo your solution is worthless) 2. Advise the customer how to run his business better, more efficient, more profitable. So not covering only painpoints but also providing improvements. 3. Have knowledge and have a vision (thought leadership) Solution Selling or….Selling Solutions
  • 9. Rene C.A. Musch copyright © 20169 Selling Solutions with Insight Knowledge Solution Selling or….Selling Solutions
  • 10. Rene C.A. Musch copyright © 201610 1. Those who are aware of the painpoints and want to solve them. Improvements are less important. 1. Easy to use 2. Faster 3. Low costs 2. Those who are aware of the painpoints and want to solve these and are open for improvements (processes) 1. More efficiency 2. Better reports and overview 3. Those who know their painpoints very well and are more interested in expanding and improving their business 1. ROI Three types of customers...be prepared for them Solution Selling or….Selling Solutions
  • 11. Rene C.A. Musch copyright © 201611 Marketing as integrated with sales.  Spread out success stories  Spread out thought leadership (Social media)  Build up, maintain and expand network (live and social media) What about Marketing ? Marketing as supporting sales.  Website proving , acknowledge and confirm your position/vision  Expressing your vision in adds or events and newsletters  Social Media ; announcements, deep-insights, customer-solution stories Solution Selling or….Selling Solutions
  • 12. Rene C.A. Musch copyright © 201612 The way of contacting a lead/prospect has changed > Social Media, Communities, Blogs, email, and yes the phone still works as well. It’s a matter of getting «connected» with the contactperson. It could end up dead if the salesperson does not «connect» with the contactperson. - Because of lack of knowledge about the business/Industry - No indept insight of the customer (doesn’t know what is going on) - Cannot express a vision (what’s the future of the Industry) - Does not have a network in the industry (referrals are very important) Is cold calling dead ? Solution Selling or….Selling Solutions
  • 13. Rene C.A. Musch copyright © 201613 1. Get indept insights of the industry: know who is leading (top 10) and why are they leading (what do they do better then others). So know the paintpoints, improvements, opportunities, future. 2. Know about your competitors; what are your differentiators, SWOT 3. Get involved in networks (Social media and business networks) 4. Write articles, success stories, Business cases and make them noticed by the Industry -> Thought leadership 5. Visit potential customers just to get connected (coffee drinks) and talk about the business (do not focus on your solution that is not the time for now-> get connected first). This is called canvassing (old school but still works). If you have a good reputation in the Industry it is easier to get these visits 6. Provide free advise and you will get business back Keep in mind these 6 rules and use them Solution Selling or….Selling Solutions
  • 14. Rene C.A. Musch copyright © 201614 The answer is ... Solution Selling or….Selling Solutions