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One of the most common concerns CEOs have about their sales organization is that they aren't consultative enough and that they need to do a better job of selling solutions. According to a research think tank, a critical factor for success in this market will be a well-trained consultative sales organization. The approaches for consultative selling and solution sale have been around for four decades. The shift to selling solutions hasn't happened yet. The author explains why it is more a leadership issue than a sales issue.
After four decades of talking about the consultative or solution sales approach, companies would be good at selling this way. Many sales professionals struggle to move beyond pitching their products or services to providing solutions that are connected to customer business outcomes. This is one of the most common concerns I hear from CEOs.