THINK&SELL returns this week with a new article from the Harvard Business Review , entitled “The End of Solution Sales , ” by Brent Adamson, Matthew Dixon and Nicholas Toman.
Brent Adamson is a Senior Executive Advisor at CEB. sweden whatsapp data
Matthew Dixon is an Executive Director at CEB.
Nicholas Toman is a Director of Research at CEB.
The article is from August 2012, but is quite enlightening on many points. Written almost 4 years ago now, it praises an alternative sales method, based not on selling "solutions" that would solve problems that the customer is already aware of, but on providing support to find these problems.
The authors begin with an eloquent statistic: 60% of the decision-making process is carried out before the first contact with a seller. This is even more true today than in 2012, with the information available on the Internet.
Hence the effectiveness of content marketing and lead generation !
Selling is no longer just about offering solutions to prospects, since they are already aware of the options available.
According to the authors, we should rather seek to highlight the problems encountered by customers, those of which they are not aware: either because they have not yet occurred, or because they do not have the necessary perspective to see that they are already present!