Benefits Solutions Selling
This is a common description for a more customer-orientated selling method that is dependent on identifying prospect wants and needs to which appropriate benefits are matched in a formal package or a specified solution.
This term is based on the premise that prospects don’t buy products or features or benefits – but instead buy solutions to their organizational challenges and problems.
Some say that it’s a similar approach to what is loosely known as ‘needs-creation’ selling.
Solutions selling remains relevant in modern selling and its methods can usefully be included in an open plan selling style.