How to Sell Solutions: A Practical Guide to B2B Sales Messaging

“There is always a well-known solution to every human problem—neat, plausible, and wrong.” H. L. MenckenMencken’s witty observation might not always be valid, but there are certainly multiple solutions to every problem, especially in today’s business world.Do you need financial services? Well, good luck choosing from the numerous financial institutions and the countless service options they offer.Or are you looking for some IT services? Being a non-specialist, I still have nightmares about the endless meetings I had in an effort to understand the various potential solutions to my business problems.Let’s switch perspectives and imagine you are one of the countless solutions providers.How do you stand out among all your competitors?And how can you convince your potential clients that your solution is THE SOLUTION to their problem?For many years, I sold and helped others sell B2B solutions and services in many European and Asian markets. If there is one thing I have learned over the years is that, despite cultural differences, people’s decision-making-related cognitive processes are virtually the same all over the world. Loss aversion drives South Korean business leaders the same as it prompts Americans. Concurrently, the status quo barrier is as present in Chinese businesspersons’ minds as it is in Germans’.My book is aimed at B2B solutions salespeople interested in knowing what, when, and how to say it to increase their sales win ratios. In other words, it describes the fundamentals of sales messaging and the different cognitive biases at play during the three phases of the sales process.Being a practical guide rather than a philosophical treaty, I tried to keep it short and to the point, hence the resulting 16.000 words (~70 pages, depending on the format). Read more