Selling complex (and typically more expensive) solutions has inherent benefits and challenges compared to selling products and transactions.
The benefits of a more consultative sale include adding more customer value, engaging more senior buyers, building longer and more sustainable client relationships, selling bigger deals, creating higher margins, increasing customer satisfaction, and obtaining more meaningful client referrals.
While the benefits are great, the challenges can be daunting without compelling and relevant solutions being marketed and sold by a differentiated sales force.
First, more complex solutions require a more sophisticated sales force with a higher degree of consultative sales skills. To succeed, sales reps must be able to consistently identify important client goals, link their solutions to those priorities, and articulate the value they bring in a clear and compelling manner. Sales reps who have previously excelled solely by taking orders, building personal relationships, and providing excellent customer service will struggle.
Second, selling high-value solutions typically means larger deals and longer sales cycles. Larger deal size brings more client scrutiny and means that your sales force must excel at truly knowing their clients, clearly differentiating themselves from the competition, and quickly instilling confidence in their buyers.
And lastly, moving to a consultative sale means that you must align your sales culture and talent with your go to market strategy. Even the slightest misalignment of sales goals, roles, metrics, compensation, or skills can spell disaster.
