In B2B sales, delivering information that enables decision makers is key to successful solution selling. Your information should be presented with their specific buying profile and problems in mind. The solution selling involves pre-sale customer research to understand the customer and their specific opportunity requirements:
- How does the customer's decision making process work: If you are familiar with the customer or have done business with them in the past, you should already be aware of this.
- Addressing customer needs: When a prospect is interested and engages your sales team, they have needs that must be addressed. Your sales team must research to determine their needs in this particular situation. You must consider their unique profile. This will help your team determine which needs are more critical.
- Social media research: the new solution selling involves using the Internet, social media, to find out about specific sales opportunities. What is your target company blogging or tweeting about? How can this information help determine which of your solutions is right for the customer this time?
- Assessing your competition: After researching the specific opportunity and need the buyer is experiencing, think about what you can provide that your competitors cannot. Determine ways to flesh out these advantages in your proposal. Make your advantages clear to your prospects.
The new solution selling hinges on information. The more knowledge you can gain about your customer and their needs, the easier it will be to close business.