Selling to Modern Buyers: Collaborative and Multifaceted Selling

Timothy T. Sullivan, our Corporate Vice President of Business Development has got a chance to share his knowledge and advice with the IRC book club on their recent podcast about ‘The Collaborative Sale’ – solution selling in a buyer driven world’ – a book written by Tim and Keith Eades.

In this episode, they have discussed and exchanged thoughts about modern Solution Selling® and why it is important for salespeople to do multifaceted selling in this day and age.

Watch the entire interview in the video below:

Finally answered: Is Solution Selling® defunct?

Doubts have arisen whether the long-known traditional Solution Selling® is still relevant in today’s technology era. Modern buyers or Buyer 3.0, are now well-informed and more demanding, which has made the sales process more complex and longer for sellers. On top of that, the increase in more people involved during procurement is a result of buyers trying to mitigate risk and the rise of collaborative technology.

How people buy now has drastically changed. Nonetheless, Solution Selling® is more relevant than ever. First, the fundamental psychology of buyers – how they evaluate the product during the purchase cycle – is still the same. Second, the core of Solution Selling® has always been that sellers need to align with buyers on their journey, understand their problems, and create real value for sales success.

It’s really a question of not so much whether or not you do Solution Selling® but how it is that you execute it.” – Tim said.

As for Sales Performance International, the owner of the recognized Solution Selling® brand, we have been applying a more updated version of the methodology that is called “The Collaborative Sale, an advanced Solution Selling® for today’s buyer-driven world”.

Multifaceted selling and optimal customer experience 

Tim pointed out that the number of sales reps are declining due to the unneeded outdated traditional face-to-face sales process. There are indeed fewer sellers now than before but they are much better skilled. Modern sellers are trained to be business consultants, to be experts of their products and to understand the industry as well as their challenges thoroughly. To be an effective and good seller now, they are required to be a multifaceted seller. 

Having said that, expecting one salesperson to master all aspects of the sales process would be too overwhelming and quite expensive for one business to afford. Another way of doing multifaceted selling is to create a dynamic business system, inspired by Silicon Valley’s blitzscaling, which breaks the selling process into different and more specialized components to maximize sales in a shorter and more economical way. The handoffs between these component parts are mapped out to identify where the customer engagement is and to optimize how it is done for more impactful and faster results. 

An accelerating trend spotted is to focus on creating an optimal customer experience using sales resources. There has been a noticeable shift towards utilitarian customer experience, meaning buyers prefer a warmer and safer experience with less technology involved. Salespeople also need to make sure their strategy is well-defined by analyzing the sales metrics and by investing more in prospecting in micro-marketing to target the right prospects, to deliver the right message and to take relevant action for high-quality customer experience.

“Defining an optimal way to use your sales resources to provide a good customer experience is becoming more critical to the selling process today” – Tim Sullivan.

What else to expect from the podcast: how to motivate modern sellers and what is the common sales language to use (PPVVCC). 

Contact Us to learn more about Solution Selling® and our sales training.


How You Sell Is the Last Advantage