MIT Sloan Management Review Article on Selling Solutions Isn't Enough

  • 10m
  • Hannah Grove, Jonathan Knowles, Kevin Sellers, Richard Ettenson
  • MIT Sloan Management Review
  • 2018

B2B companies need to focus on helping each customer achieve better outcomes.

The word solution needs to be retired from the business vocabulary. What was once a meaningful, buyer-defined term that meant “the answer to my specific problem” is now generic jargon that sellers have co-opted to mean “the bundle of products and services I want to sell you.”

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  • Selling Solutions isn't Enough