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Solution Selling: Creating Buyers in Difficult Selling Markets Hardcover – September 22, 1994
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Solution Selling is an excellent vehicle to teach new salespeople critical sales skills and allow experienced salespeople to fine tune their skills. Solution Selling is the best methodology I've seen for placing emphasis on business issues rather than product.''--Gorshi, Dan "Sales Manager, AT&T Global Business Communications Systems "
From the Back Cover
More About the Author
Mike Bosworth began his career in the information technology industry in 1972 as an application support person for Xerox Computer Services. He was their top new business salesperson in 1975, managed the "branch of the year" in 1979 and was promoted to national manager of field sales in 1980. From 1976 through 1982 he designed and delivered sales training programs for XCS. His years of field experience plus the knowledge he gained from working with Neil Rackham on the Xerox SPIN selling project inspired him to found Solution Selling in 1983.
Bosworth has a degree in Business Management and Marketing from California State Polytechnic University. In addition to his keynote speaking for professional associations and major corporations, he has been a featured lecturer at the Stanford Graduate School of Business, The Stanford Program on Market Strategy for Technology-Based Companies, The American Marketing Association Customer Message Management Forums, The Anderson School Of Management At UCLA, the Paul Merage School of Business at UC Irvine, The University of Connecticut and Rollins College to name a few. He is certified (CMC) by the Institute of Management Consultants.
Michael T. Bosworth is a cofounder of CustomerCentric Systems®, LLC. He has assisted clients in improving sales effectiveness and shaping customer experience since 1983. He lives in Del Mar, California.
Top Customer Reviews
HOWEVER, in order for these ideas to actually be effective, you must plan on implementing the ideas and putting in a lot of work. Bosworth shows you, tells you, gives you an outline, gives you specific questions and just about anything else you could need to be successful after implementing his process. But this is not a book you can simply read and be successful. It takes practice, practice, practice.
Since I have institued his process in my selling (and I STILL practice the process), my sales calls have dramatically improved. Most notibly, Bosworth shows you how to position yourself and ask questions in such a way so that the customer feels in control of the process. I actually have had prospects close themselves.
The ideas and plans in 'Solution Selling' require a great deal of hard work for the sales person to implement, but trust me, it will pay off. Not only that, if you love sales like I do, it will help sales be fun again.
3 additional drawbacks that are worth commenting on regarding the book: First of all, despite what Mike might claim, the book is biased towards selling products or products and services as opposed to pure services. Secondly, I think customers are more intelligent than what Mike gives them credit for. He presents them as being generally unaware of solutions for their problems, but discusses them in the context of being shrewd buyers. My experience is that most customers are fairly well-read and informed through journals and periodicals and even the hype (even for their "latent needs") - and this information has not necessarily been shaped by a competitor that entered the process earlier. Additionally, I have not found my customers to be as vicious price negotiators as Mike portrays them to be in his examples. Finally, my impression is that Mike's selling process assumes some level of brand recognition in favor of the seller's product/company.Read more ›
As CEO of an internet language translation startup, Worldlingo.com, we didn't have any established sales processes or procedures. So I figured lets do what successful sales organizations do - hence the request for advice.
Anyhow to cut a long story short, he frequently referenced this book and the process contained therein. Here are some of the key things he mentioned:
- Many top sales people tend to intuitively follow this Solution Selling process, but many other sales people work just as hard but do not achieve the same results. This book guides those others through a proven sales process.
- As a CEO you need to be able to accurately forcast sales, but traditional "pipelines" are not very accurate. The framework laid out in this book will give you a much better guide.
- This framework will make it much easier to identify where sales people are tripping up and help them to improve that part of their performance.
- Shows you how to apply lessons from your existing customers to improve your selling efforts.
So I read the book and found it every bit as good as my friend said it was. We are going to adopt this Solution Selling methodology at Worldlingo.com and think it will provide a solid foundation for our sales group.
I gave it 4 stars rather than 5, because I thought the last quarter of the book which focused on case studies was not as good as it could have been.
But the first three quarters was very good.
I am an experienced consultant who has just taken on sales and market development responsibilities within my company. I had a definite idea of what sales meant, and I was not at all sure that I liked it. One of my colleagues recommended Solution Selling as a good book to help build some perspective on my new position.
Many people talk about solution sales, but when you come right down to it they do little more than attempt to move hardware. I was delighted to see the same techniques and skills that I use in consulting coming back as the sales skills in the Bosworth book. His steps and tools seem both intuitive and logical.
I have a feeling that this is a book that I will be going back to in the coming year!
Most Recent Customer Reviews
Good book, stating timeless principles on how to succeed by servicing the customer's needs. Measurement systems and establishing goals and tracking mechanisms help people stay on... Read morePublished 9 months ago by rudemilg
It lacks organization chart. You may want to reference "Information Architecture of Scoring 25 ODM Sales a Month: Saving you 2 Working says to Develop".Published 11 months ago by Amazon Customer
Just not very new and certainly more complicated than it needs to be.Published 13 months ago by AMR
Excellent read. Makes you see things differently in the sales world.Published 17 months ago by Chuck Woods
After you've learned how to differentiate yourself from others in the field it's time to learn and apply simple but effective methods of putting money into your pocket. Read morePublished 17 months ago by Wildman Keith
Solution Selling is an excellent book for people getting started in sales. As a consulting engineer, I found this book very helpful for interacting with clients.Published on December 3, 2013 by Joseph Dussault