Summary of Solution Selling

Creating Buyers in Difficult Selling Markets

McGraw-Hill,
First Edition: 1994 more...

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Solution Selling book summary
Great salespeople focus on buyers, not on their own products or services.

Rating

8 Overall

9 Applicability

8 Innovation

7 Style

Recommendation

Instead of focusing on a prospective buyer, many salespeople spout lists of their product’s or service’s features and benefits. Does the buyer have a problem that these advantages solve? Maybe. The salesperson doesn’t know or care. He or she “sprays and prays,” hoping one of the product’s bells and whistles will engage the buyer – who just wants the conversation to stop. Sales trainer Michael T. Bosworth suggests a different approach. He teaches salespeople to use an engaging question-and-answer process to learn potential customers’ individual needs. With this diagnostic approach, the salesperson can specify the product or service that meets those needs. getAbstract recommends the author’s clear explanation of his sales method. Bosworth shows you how to shed the high-pressure, “always-be-closing” mindset and align your sales approach with a buyer’s real desires. This is the true nature of business-to-business selling.

In this summary, you will learn

  • What common sales problems beset business-to-business salespeople
  • How to ask customer-oriented questions to identify buyers’ needs
  • How to help customers develop solutions that require your product or service
 

Summary

How You Sell Makes All the Difference
Today, selling is harder than ever. Expert buyers know how to negotiate, want only the best, can choose from an array of vendors, distrust salespeople in general and will litigate at any hint of difficulty. This makes selling an almost vertical climb...
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About the Author

Michael T. Bosworth is a sales trainer and consultant who lectures at the Stanford Graduate School of Business and at a Stanford marketing program for technology firms.


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