Publisher: McGraw-Hill, 1995, 239 pages
When products or services are hard to describe, intangible, have long sell cycles, or are expensive, chances are they're difficult to sell. In situations like this, conventional sales techniques not only don't help, they may in fact hinder success.
Solution Selling is a process to take the guesswork out of difficult-to-sell, intangible products and services. It enables sellers to make the way they sell as big an advantage as their product or service. After reading this book, salespeople and sales managers will be able to use a well-tested model that guides them through the process of selling. No more smoke and mirrors, blind luck, or high-pressure selling. Just a step-by-step system that ensures a higher rate of success for salespeople and a higher probability that the buyer's expectations will be met.
Solution Selling shows how to:
If you're in sales management, Solution Selling can help you to manage pipeline more effectively, control the cost of selling, and forecast sales and revenue more accurately. Discover how to cut the learning curve for new salespeople or new products, and consistently reinforce the Solution Selling sales process. Solution Selling will help you sell hard-to-sell products and services with greater success. Transform the way you sell, become aligned with your buyers — and create new buyers. Learn to diagnose your prospects' critical business issues then position your product so buyers envision themselves using it to solve their own problems. Solution Selling is about making yourself different — and taking advantage of it.
This is a book that tries to teach the traditional way of selling, with a fancy title. It is extremely simplistic in outlook.
It's not bad, but I can't recommend it.