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Solution Selling is the most complex form of customer need-based selling. It is the ability to craft for customers a complete, high-level and complex solution to meet a customer business need where the way forward for the business has already been determined by the customer. Often the customer is without clarity as to how he will move forward - solution selling provides the "how." Solution selling develops answers to meet complex customer needs and sometimes incorporates the offerings of others, where appropriate. The solution selling premise is that customers may know in principle what they need, but they may not have all the capabilities to pull a solution together and deliver a high-impact business outcome.
Candidates require a range of capabilities to perform this role including the ability to:
How does Solution Selling map to adjacent roles?
Strategic Selling is similar in complexity to Solution Selling, but the whole concept of the sale and the associated seller's mind set is fundamentally different. Strategic selling proactively positions for the customer a positive business outcome to his current business problem, where he has not yet identified how to resolve this business problem for himself. This involves sophisticated research and analysis of the market dynamics in the customer's marketplace to 1) alert the customer to challenges over the horizon, 2) define with the customer the potential problems presented by those challenges and 3) craft solutions to those problems and meet them head-on before they arise.
Application Selling is the level below Solution Selling in terms of sales complexity. It is the ability to apply an existing, fixed-scope offering that delivers a defined positive outcome for the customer. This can be sold as a stand-alone application (e.g. an accounting system) or as part of a more complex solution.