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Solution Selling: Creating Buyers in Difficult Selling Markets Hardcover – September 22, 1994

by Michael Bosworth (Author)

72 ratings

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``Solution Selling is the most comprehensive sales and sales management process available today. Mike Bosworth has the best understanding of sales process in corporate America.''Jeffrey M. Fisher, Vice President, Symix Computer Systems.

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Editorial Reviews

Review

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 "

Solution Selling is the most comprehensive sales and sales management process available today. Mike Bosworth has the best understanding of sales process in corporate America.''--Fisher, Jeffrey M. "Vice President, Symix Computer Systems "

From the Back Cover

When products or services are hard to describe, intangible, have long sell cycles, or are expensive, chances are they're difficult to sell. In situations like this, conventional sales techniques not only don't help, they may in fact hinder success. Solution Selling is a process to take the guesswork out of difficult-to-sell, intangible products and services. It enables sellers to make the way they sell as big an advantage as their product or service. After reading this book, salespeople and sales managers will be able to use a well-tested model that guides them through the process of selling. No more smoke and mirrors, blind luck, or high-pressure selling. Just a step-by-step system that ensures a higher rate of success for salespeople and a higher probability that the buyer's expectations will be met.

Product details

Hardcover: 224 pages
Publisher: McGraw-Hill Education; 1 edition (September 22, 1994)
Language: English
ISBN-10: 0786303158
ISBN-13: 978-0786303151
Product Dimensions: 7.8 x 1 x 9.5 inches
Shipping Weight: 1.5 pounds (View shipping rates and policies)
Customer Reviews: 72 customer ratings
Amazon Best Sellers Rank: #160,454 in Books (See Top 100 in Books)
- #308 in Advertising (Books)
- #625 in Sales & Selling (Books)
- #1248 in Marketing (Books)

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5 star		63%
4 star		10%
3 star		19%
2 star		5%
1 star		2%

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Rob Kirk

I especially loved the beginning of the book regarding the salesperson's assessment ...

Reviewed in the United States on September 10, 2016

Format: HardcoverVerified Purchase

Well, there were a couple of pearls of wisdom but I agree with a couple of other reviewers, the author overcomplicates things. I especially loved the beginning of the book regarding the salesperson's assessment of the customer's pain. This is the main pearl of wisdom I used with my sales team and it was pretty well received. The 3 levels of pain that a customer goes through may be just enough education for you to buy this book.

3 people found this helpful

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Rajeev Pokkyarath

Focus on solving the buyer's need; not on your product features

Reviewed in the United States on August 28, 2011

Format: HardcoverVerified Purchase

I've never been a fulltime salesperson, but in one of my previous incaranations, a few years back, I was a jack of all trades, sales being one of them. The only way for me to be aware of the tricks of the trade was through sales books, and Solution Selling was one of the many that I turned to.

The emphasis here is on solving a buyer's need as against trying to sell him a product/service. Bosworth says that the sales person should act as a buying facilitator or consultant intent on helping the customer solve his need -he talks about 3 levels of buyer needs- and then presenting his product/service as one that will solve the problem. That way, in the mind of the buyer, the salesperson has more integrity and the buyer gains confidence in the intent of the salesperson, i.e., a "spray and pray" approach isn't the one to take.

Bosworth indentifies what he calls as the "10 faces of pain"; these are the ones that make the salesperson's job a difficult one. They are,
1. Latent Need (buyer doesn't know the need)
2. Price Negotiation (haggling buyer)
3. Cold call 'window of opportunity' (cold call, Argg!)
4. Organizational interdependence and access to power (the particular buyer you're in touch with do not have much buying power)
5. Product or service viewed as 'commodity'
6. Requests for proposal (often, responding to this is a waste of time and energy)
7. Free education (some prospects use you to know more about what's out there in the market)
8. Buyer gets cold feet
9. Booking appointments over the phone (difficult to do)
10. Buyer has been to negotiating school (hard negotiators)

So what's Bosworth's solution to these pains?
1. Recognize the Three Levels of Buyer Need (need that is hidden; need which the buyer is conscious about; the third need is vision related)
2. Features, Advantages, and Benefits (make sure you're coming across as someone interested in solving the prospect's problem and not merely trotting out your features)
3. Participate in the Buyer's Vision
4. Solution Selling Tools (use them effectively)
5. Align With the Buyer's Shifting Concerns (you've to be in sync with the thoughts and concerns of the buyer)
6. Lead the Buyer and Stay Strategically Aligned
7. Advance the Buyer's Vision With Value Justification
8. Control the Process, Not the Buyer
9. Draw the Line in Price Negotiations
10. Implement the Solution Selling Process (which is the sum of all of the above)

The book is divided into 3 parts; part 1 is about the pains encountered in the selling process; part 2 is about the suggestions to overcome them; part 3 is shows field examples.

A capable salesperson would know all of this --minus the specific tools and approaches he mentions here-- naturally; the book can be used to validate their beliefs. For the others, it will open them up to a new way of thinking about sales.

I read a relatively recent article online where Bosworth dumps his previous approaches and says that stories are the way to go; "You use your storytelling ability to retell the customer's story, and then confirm - by asking - whether you've actually got the story right. Then, and only then, are you ready to sell, because then you can retell the customer story with a different ending or a new sequel, with your offering playing a role in the story." Now you know that he is a master salesman and a storyteller who is selling the world new ways to sell!

4 people found this helpful

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ADM Group

Turning you from a sales person into a consultant

Reviewed in the United States on November 13, 2017

Format: HardcoverVerified Purchase

This book guides you through a consultative sales approach, Where you define the pain and understand the client's needs and cost. With that valuable information, it allows you to solve problems and create an ROI for success.

One person found this helpful

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frumiousb

Takes the sting out of sales

Reviewed in the United States on March 15, 2005

Format: HardcoverVerified Purchase

While I am sure that even experienced sales people can get something out of Solution Selling, I would particularly like to recommend the book for people new to the field and unsure how to proceed.

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!

29 people found this helpful

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Wildman Keith

Rise above the average salesman and their worn out, average tactics

Reviewed in the United States on August 26, 2014

Format: HardcoverVerified Purchase

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.
Solution Selling is to Selling the same as Do It Marketing is to Marketing... Simply some of the Best Advice out there.

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William O'Brien

Seems like good advice for the people who do not make ...

Reviewed in the United States on October 16, 2016

Format: HardcoverVerified Purchase

Seems like good advice for the people who do not make sales professionally.
Gets the ball rolling for thinking, though.
Not as revolutionary as the publisher makes it seem!
Good book though.

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A Must Read

Reviewed in the United States on December 7, 2010

Format: HardcoverVerified Purchase

An excellent book. The author takes the approach of trying to understand the buyer's latent pain, and transform that into a purchasing decision. Instead of selling, the salesperson facilitates the buyer buying the product through self analysis and asking the right questions. The sales cycle is looked at from a risk and reward profile, and the approach is both sound and straightforward. While the author has a tendancy to emphasize his other seminars and training methods - available at additional cost - the approach he takes here is enough to really make you think. Complete with scripts, examples, case studies and straightforward "do-this" suggestions, this is a must read.

One person found this helpful

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Amazon Customer

Five Stars

Reviewed in the United States on August 1, 2018

Format: HardcoverVerified Purchase

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Daniel Tenner

Excellent, bought it for my whole sales team

Reviewed in the United Kingdom on March 12, 2013

Format: HardcoverVerified Purchase

I was recommended this book by my mentor, who said it'd be appropriate for the business I founded (we're a rapidly growing government funding advisor/facilitator).

I read it, and about halfway through, ordered a copy for my entire sales team and gave them a task for this month to read it. There is a lot of wisdom and experience packaged in this book, as well as a very sensible system for structuring the sales process. We're still using our own system at this point, but we will probably update our sales process to match (well, after the sales team finishes reading it, at the very least).

So, a very strong recommendation if you need to learn, or teach, sales to other people who are not necessarily naturals at it.

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Culture Enthusiast

Dated ideas

Reviewed in the United Kingdom on August 15, 2012

Format: HardcoverVerified Purchase

I have bought this book as it was recommended by a sales "guru". After 35 pages I nearly fell asleep. I think that some of the concepts are of (the buyers' cycle) but most of the ideas are dated. If you sell services the key is on relationships and this method does not fit in. I find it very boring and struggling to finish it as I cannot find ideas that are relevant to 2012. I bought it second hand so just threw away a couple of pounds

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Rich P

Valuable, accessable set of techniques for solution selling

Reviewed in the United Kingdom on February 16, 2006

Format: HardcoverVerified Purchase

I observe that there are two extremes of selling - emotional selling and rational selling; and that the best sales people do both.
I am writing this review because in my mind, this book provides an excellent framework for rational solution selling and enabled a step change in my effectiveness selling software and professional services.
In my experience, this type of book is poorly received by people who are "naturals" at the emotional sell. Perhaps this explains the divergent reviews, but hopefully will allow you to assess whether the book will be valuable to you.

One person found this helpful

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MS A KONARIKOVA

Five Stars

Reviewed in the United Kingdom on June 20, 2016

Format: HardcoverVerified Purchase

Arrived on time and as described. Thank you.

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Matt Leighton

Interesting read

Reviewed in the United Kingdom on January 4, 2013

Format: HardcoverVerified Purchase

Recommended by my boss, so took the time to purchase and read. Good book, but only if you are interested in solution selling... Not a bedtime read, really!

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Dario Mangani

Da avere

Reviewed in Italy on August 9, 2013

Format: HardcoverVerified Purchase

Se il vostro lavoro è nel commerciale o nelle vendite non potete non studiare questo manuale: vedrete che molti degli esempi riportati e le tecniche di vendita spiegate sono concrete e risultano molto utile nelle attività quotidiane. Ho sempre sostenuto che la vendita sia in parte una predisposizione/attitudine (diciamo per un 30%) ma per il resto è una scienza e come tale va considerata. Non è l'unico libro per migliorare le tecniche di vendita ma sicuramente è il primo che consiglierei a tutti. Buono studio e buone vendite a tutti.

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Me@VIP

DON'T BELIEVE THE HYPE!!

Reviewed in the United Kingdom on April 7, 2003

Format: HardcoverVerified Purchase

After about page 20 I started to get extremely bored. The book is 240 pages long and in my opinion at least 100 pages TOO long. It takes you all round the houses, so to speak and waffles on about a load of nonsense, before EVENTUALLY getting to the point. In other words it is unneccesarily long winded and uses too many expletives without good reason.
My objective was to refresh my selling skills and was looking for some innovative ideas so that I didn't become too complacent. I have enjoyed a very successful 12 years in sales, but I am always looking at ways to improve myself. There are a lot of better books around than this one. And did I learn anything from reading it? To be honest, I picked up TWO useful tips from the WHOLE book.
To summarise, if you've got nothing better to do and have loads of spare time, then buy and read this book. If you would rather learn some good tips and enjoy more of your spare time...FORGET IT!!

19 people found this helpful

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Skyeyes77

nice book

Reviewed in Italy on December 15, 2013

Format: HardcoverVerified Purchase

libro difficile da reperire altrove. scritto in modo chiaro con molti esempi.
vale il prezzo richiesto.
Arrivato in ottimo stato

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