MIT Sloan Management Review Article on Selling Solutions Isn't Enough
- Hannah Grove, Jonathan Knowles, Kevin Sellers, Richard Ettenson
- MIT Sloan Management Review
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.”
In this Book
Selling Solutions isn't Enough