Solution selling shouldn’t be anything new to technology companies. In fact, today you are known as Solution Providers. Yet somehow, the sales person forgets the solution when they give their proposal. They get in front of the customer and start explaining all the equipment the customer is going to get, and all of the things the Solution Provider is going to do. In reality, the sales person should be explaining all the great benefits the solution will provide the customer’s business. You see…one is about the Solution Provider, and one is about the customer.
A customer of ours explained it to me in terms of cake…because who doesn’t love cake?
If you were a pastry chef at a high-end restaurant and you decided you were going to put a black tie mousse cake on the menu, the description would not read like this:
The chef prepares a devil’s food cake for the first layer. A layer on top of the devil’s food cake includes gelatin, chocolate chips, cream cheese, heavy cream and sugar. The third custard layer is prepared by the chef mixing egg yolks, sugar, flour, gelatin, heavy cream and vanilla. The final frosting layer includes more heavy cream, butter and chocolate chips.
If you are going to a restaurant and ordering dessert, you don’t care about the ingredients or what the chef did to make the cake just right. You care that it looks great and tastes even better.
The same goes for the solutions you are selling. Are you unpacking the entire proposal and overwhelming them with the ingredients (line-item pricing for hardware) and services (VCIO)? Or, are you talking about how their new environment will be up-to-date so their operations will run more efficiently, and that you’ll provide a roadmap for their future technology needs?
Solution selling can be a piece of cake. All you need are a few tweaks to your proposals and delivery.
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