Nearly two decades after the publication of Solution Selling, the sales profession hasn’t changed much. Other professions have evolved and moved forward, but we’re still doing things the same way we did 20 years ago, and it’s still not working.
Our research led us to an entirely new definition of selling. Selling isn’t about “solving problems” or “providing solutions”. Selling is influencing change – influencing people to change.
This definition is based on a greater understanding of how we decide to trust some people and not others, how we decide to take a leap of faith and try something new, how we decide to buy or not to buy.