The benefits of selling the solution, not the problem

The benefits of selling the solution, not the problem

Customers who have a problem that requires solving want to hear solutions, not sympathy. Displaying your extensive knowledge of the problem is ultimately not very helpful. What consumers and businesses want is assurance that you have the best solution. However, when there’s no tangible product to show people, selling the solution – rather than the problem – takes some deft footwork. To help you, we have compiled several great CRM tips to help B2B companies sell their solutions more successfully.

What you will learn in this article

  • Why selling the problem fails
  • How to sell your solution
  • 8 top solution selling tips
  • The benefits of selling the solution
  • How a CRM platform can help

Why selling problems never works

Research by Forrester discovered that almost two-thirds of buyers research solutions themselves. The fact is that most customers are happier hitting the search engines than talking to your sales rep. The rationale here is that salespeople are focused on pushing their own agenda instead of fixing the problem.

If you can change your company culture to one of problem-solving, you may find buyers are happier to talk to you.

How to sell your solution

No one doubts that selling the solution is more of a challenge. However, by changing the agenda from selling to fixing, you will discover your company performs better in the long run.

There’s no need to cover old ground by repeating the customer’s predicament. Or going straight to the sales pitch. A better strategy by far is to seize the opportunity to sell the entire solution, not the quick fix. And, as often as not, the answer lies in your CRM system, as we shall see.

The 8 best solution-selling hacks

Understand your product/service

As glaringly apparent as it may sound, all your sales team needs to know the product/service inside and out. If there’s a central repository of in-depth knowledge, your sales reps are unlikely to be caught out by a curveball question. Your knowledge library will typically contain marketing materials, product and service features, spec sheets, etc.

Understand the customer’s challenge

Knowing the customer’s pain points in the past will give you a much greater insight into their present challenge. You may also gain enough to predict what might occur in the future. Customer personas help with this as they will reveal what has been successfully sold to others in the same boat. Getting up-to-speed in this way can only enhance your conversion rate.

Ask questions

To arrive at a bespoke solution, ask the customer open-ended questions. The questions you ask should take you to the crux of the problem, why other solutions haven’t worked, and the most significant obstacles. Your line of questioning will also signal your understanding of the issue.

Answer questions

The next step is to take note of a potential customer’s questions so you can develop a solution to close the sale. You can then figure out if your product or service will solve the prospect’s problems. If there’s a fit, well done! If not, you needn’t waste time offering something that won’t work for the prospect.

Add value

Look beyond the product spec to see what long-term value and benefit your solution will bring. Listen out for clues as to what will resonate with the prospect. This could be substantial savings in time, money, and energy for the prospect’s company.

Go outside the box

When selling a solution, it’s important to remember there’s no such thing as one-size-fits-all. Coming up with new perspectives and ideas will show you’re not merely working off a script. Instead, going the extra mile demonstrates you have considered the problem carefully from several angles and maybe what tips the balance in your favor.

Sell results, not features

Anyone can rattle off a spec sheet by heart. While important, what a prospect likes to hear about is results. Focus your discussions on results and outcomes for the prospect because this is what matters most to them.

Breaking down the silo walls

To successfully sell a solution, you need to have the entire weight of your organization behind you. Breaking down the walls of information silos will ensure you can play together as one team. Involve all the relevant departments such as marking, accounting, customer service, etc., to ensure you can offer a comprehensive solution.

The benefits of selling the solution

Selling solutions instead of peddling in problems offers several benefits. These include:

  • Better conversion rates
  • Improved levels of customer satisfaction
  • Building better customer relationships

Ultimately, solutions are a much more personalized approach, a key element in selling to today’s discerning buyers. By helping fix what could well be a persistent or long-running problem, you are forming a genuine connection with the prospect. You are not merely trying to sell them stuff.

And since you’re selling a solution rather than a product or service, you get to support the prospect through the sales funnel.

How a CRM system can help

Having a fully-loaded CRM system in place will give you all the information you need to develop a solution and successfully sell it to your prospect. Managing your sales pipeline with a comprehensive CRM solution is the cornerstone in making the solution-selling process as smooth and hitch-free as possible.

Not only are you able to retrieve all the necessary data with a few clicks. But you can also be confident you have the full backing of your organization. Sharing information to relevant teams, who are often working remotely or geographically widespread, will help guarantee your solution is effective. And, just as importantly, it doesn’t have any overlooked holes as you will all be on the same page.


Solution selling can be challenging. But with the operational overview available from a CRM system, small businesses can improve their success rate substantially. Get in touch with our team. We are the cloud-based CRM experts and sure bets to get you on track with a CRM implementation.

May 23, 2022

Team Samdock

More from this category:

10 great CRM time-saving tips to improve your business

10 great CRM time-saving tips to improve your business

A CRM system is a fantastic way to free up time for your sales staff. Time not spent on routine admin tasks is time they can spend interacting with customers instead. A CRM solution, then, is more than monitoring and managing your sales pipeline. It's way more helpful...

10 ways small businesses should use CRM for better performance

10 ways small businesses should use CRM for better performance

Engaging with existing customers in an impactful way and re-energizing previous buyers can be a challenge for most small businesses. But with the right CRM system in your corner, the solution will empower you to do both. And, at the same time, help you develop more...