“The goal of your sales and marketing efforts should not be to value the solution, but to enable your prospects and customers to identify, understand and value their problems.” ~ The Fast Growth Blog

What a great explanation of value oriented,  solution selling.  The title of this blog post is “Solutions are Worth Nothing” and this contributor nails it.

Sales professionals often struggle to convince their customers that their solution has value and it will help them solve their problems, challenges, and issues.  The reality in that perspective is that the only person that really values that solution is the person presenting it.

Until your customers see value in solving their problems, challenges and issues they will not see any value in your solution.

Your challenge is to help your customers discover the problems that they value enough to solve, then help them find your solution valuable.  They will not look for a solution until they believe there is enough priority in fixing whatever is broke.  Simply uncovering the need is not enough.  Having your customer make that need a priority is the key to getting them to look at your version of a solution.