Information Vs. Solutions

November 11, 2011

Consultative Sales is how I was trained. Specifically, delivering the right information to assist a client in solving a critical business problem. You will not win a beauty pageant by saying this is one of your goals in life and I am sure counter culture comic book writers will enjoy poking fun at such aspirations. The reality is that solving problems sells. Unlike the fallacy of cold fusion, this is about delivering measurable, reproducible results. When I began my career in sales in the early 1990’s I quickly recognized that information and the delivery of information was controlled by the few and very valuable if presented correctly. To enhance the value of information we employed subject matter experts who in title and job function added credibility, which greatly assisted the overall sales effort. When providing access to a highly regarded subject matter expert, you delivered on a promise of veracity. Today information reaches us at a speed and volume that seems to increase at a rate faster than Moore’s Law. It is highly available, wrought with perspective and potentially dangerous. With great sadness I recognize that as a sales professional, the value of information delivery has diminished. While gaining information has become as easy for me as the rest of the world, identification of the right solution has become more difficult. In order to remain relevant as sales professionals we must promote a system where we assimilate available information, understand the value to our audience and provide analysis that builds our perception as conduits of well-crafted solutions. Turning readily available knowledge of current trends into precisely focused solutions adds value. There are still many Subject Matter Experts providing commentary and very useful knowledge; however, our prospects and clients make a multiplicity of decisions that encompass many disciplines of knowledge. Frequently the role of the sales professional is to guide the experts into providing solutions that solve key business challenges. In many instances knowledge must be distilled into a facet of a solution to reach the right audience and provide lasting value. A true consultative sales professional must focus on delivering solutions that address real business problems with well honed solutions. Merely resting on information delivery is insufficient and ineffective. My approach is to provide valuable solutions, backed by supporting documentation such as case studies that show previously demonstrated success and of course highly relevant information.