The fundamental difference between product messaging and solution messaging is the process of breaking down a customer’s problem into its underlying causes. Sales people have been taught this concept for several decades now, yet over 95% of business oriented marketing organizations fail to reflect this fundamental aspect of a solution strategy in the content they produce.
An overwhelming majority of marketing organizations adopt the Hybrid Value Model when they decide to support a solution oriented sales strategy. The hybrid model combines both buyer-aligned and seller-aligned perspectives and it supports high level problem-solution messages along with more tactical and explicit feature-function messages.
Feature comparisons and competitive matrices are the core ingredients of effective product centric marketing and selling messages. But unfortunately, when most marketing organizations try to make the transition from product centric to solution centric messaging the focus seems to change from communicating differentiation to one of just describing how their products and services solve the customer’s problems.
It is rare to find an organization where salespeople actually understand the key problems that the organizations’ solutions solve. This is normally a much larger problem the more solutions the company offers and the more technical the solution sets…