Why “Solution-Selling” (Problem-Solving) Is the WRONG Conversation to Have with CXO Buyers
“Solution-Selling” and “Problem-Solving” are a sure-fire way to diminish your perceived value and chance to sustain multiple conversations with prospective executive-level buyers. As a B2B seller, you are not along: it is a common self-inflicted forced error that has been going on now for decades. But that fact should not be comforting to you.
The CXO buyer is the RIGHT person to engage, but Solution-Selling is the WRONG conversation to have. If you intuitively believe this to be true (because you don’t have CXO buyers pounding down your door to talk to you again and again), but you choose nonetheless to proceed anyway with the Solution-Selling mantra (clinically that’s called cognitive dissonance), odds are better than 50% you won’t get a 2nd or 3rd meeting with that CXO buyer.Read More »