Why It’s Hard to Sell Solutions – And What to Do About It
It’s hard to buy solutions, and it’s hard to sell solutions. Selling solutions — especially complex solutions — is getting tougher, and it’s not just because of increased competition. According to Worldwide Business Research, B2B buyers are nearly 70% through their buying journey before ever reaching out to a seller. And not only are buyers more informed, but they are also more risk-averse and highly skeptical of broad claims.
Unlike selling products, selling solutions requires a nuanced, consultative sales approach — one that uncovers and aligns with a buyer cares most about. Yet, many sales teams struggle to break through the noise.
The Shift from Products to Solutions
In the past, many sales reps could hit quota by using their product knowledge to highlight differentiated features, benefits, and pricing — often through product demos. But we know from sales leadership simulation assessment data that times have changed; buyers can compare information about products online and demand fit for purpose solutions to complex challenges. We know from project postmortems that buyers expect sellers to understand their industry, anticipate their challenges, and craft bespoke solutions to meet the needs of multiple stakeholder groups.
So, instead of a straightforward product-based transaction, sales managers know that it’s hard to sell solutions and that sellers must now:
- Understand Each Buyer’s Business Deeply
Surface-level knowledge isn’t enough. Buyers expect consultative expertise, insights, and value-add at every step of the sales process. Unlike more transaction product-based selling, solution sellers need high levels of business acumen, problem solving, decision making, strategic thinking, and influence skills.
Top sellers engage in deep discovery, rigorously prepare for sales calls, and ask insightful sales questions to help buyers uncover known and unknown pain points. - Understand the Buying Process
Different people and organizations buy differently. We know from microlearning research that some buyers are focused on advancing business outcomes while others just want to check the box. Sellers must gain insight into the buying process, decision makers, decision making criteria, competition, and success metrics.
Top sellers do not chase unqualified opportunities; they focus on ideal target clients where they should win the majority of the time. - Prove Measurable Value
It’s not enough to say, “This will help.” Buyers need quantifiable ROI that substantiates their unique value proposition for each buyer’s specific use case. While the value of solutions often feel intangible or difficult to articulate, top solution sellers quantify their impact and align with personal and professional client priorities. - Navigate Longer Sales Cycles
We know from business sales training that decision-making is now more layered, often involving multiple stakeholders. Sellers must be able to navigate different client stakeholders, anticipate various sales objections, and be able to link their solution to meaningful and measurable client value. Top sellers identify key influencers early and tailor messaging and approaches to different audiences. - Compete Against The Status Quo
Often, the biggest competitor isn’t another vendor; it’s inertia that causes a buyer to hesitate to commit. Buyers rightfully worry about implementation challenges, internal buy-in, and long-term viability. Top sellers must be able to honestly outline the consequences of inaction, challenge the status quo, and de-risk buying decisions by providing relevant case studies, client testimonials, and low-commitment entry points when it is in the client’s best interest to change.
How to Overcome the Challenges of Selling Solutions
- Lead with Compelling Insights, Not Features
Instead of leading with your capabilities, focus on industry trends, risks, and opportunities to help your client to succeed. From the outset, make sure that you position yourself as a trusted and strategic advisor rather than just another vendor. - Develop a Strong Business Case for Change
Tie your solution to key business outcomes. Provide clear financial justification and risk mitigation strategies to reassure various decision-makers. - Make it Easy to Try and Buy Your Solution
Help buyers navigate complexity by offering clear implementation roadmaps, phased approaches, or pilot programs to reduce perceived risk. - Speak the Language of Different Stakeholders
Invest the time to get to know your audience so that you can appropriately tailor your sales presentation and approach to what matters most to them and their stakeholders. For example, finance typically cares about cost savings and cash flow, IT worries about integration and security, and operations needs efficiency and alignment. - Create Urgency Without Pressure
Use data and client stories to highlight the benefits of moving forward and the risks of inaction. But do not pressure buyers to close; no one likes a pushy salesperson focused more on their own quota. Give buyers the time to decide what is in their best interests.
The Bottom Line
Selling solutions is inherently more complex than selling products. It requires intimate knowledge about your buyer and their business. It requires satisfying multi stakeholders and demonstrating a clear business impact with minimal risk. Are your sellers able to shift from a transactional mindset to a consultative and client-first approach?
To learn more about why it’s hard to sell solutions, download Are Your Sales Reps Leaving Money on the Table?