B2B customers don’t need sales people the way they used to. That’s the central premise of a feature article in the July-August 2012 edition of the Harvard Business Review by research and advisory services specialists Corporate Executive Board.

Today’s digitally-aware customers have become skilled at finding their own “solutions”. As a result, they don’t need sales reps like they used.

Unlike traditional solution sellers, agile sales people are responding by leading with insights meant to disrupt, challenge and differentiate a customer’s approach to business.

Dive into the report here: The-End-of-Solution-Sales (CEB HBR August 2012).

So, if you are only just weaning your sales crew away from traditional hunter-killer, transactional behaviour patterns and across into the solution-selling game, get primed for another pivot.

For more on how the Internet has changed the decision-buying process check out Google’s Zero Moment of Truth video:

Google has a site dedicated to the concept.


A strategic marketing executive with extensive experience delivering business results for Ansell Healthcare, Mercedes-Benz, consultancies and organisations in Australia, Asia and Europe. Leading-edge skills built around the fundamental principle that, in an era of rapid product and service commoditization, the customer experience matters and is a key driver of competitive advantage. Fully cognizant of the need to synchronize processes, business technology and people to ensure that brand promises are mirrored by reinforcing brand actions. Thrives in “can do”, values-driven organisations which are committed to consumer-focused innovation and making a difference by thinking strategically but acting pragmatically. An accomplished, collaborative business leader and communicator with excellent interpersonal and public speaking capabilities. Key strengths: • Building influence across the business • Harnessing emerging customer trends • Thriving on market and technology change • Differentiating the brand experience • Optimizing the marketing and media mix • Creating and nurturing high-performance teams and relationships Specialties Assets and transferable skills include leadership, strategy development, project management, technology utilization, business process improvement, performance metrics and public speaking. Email: mitchell_mackey@hotmail.com

1 Comment » for End game for solution selling
  1. Before anyone rushes to conclude that “solution selling” is dead… or over… I would encourage them to delve deeper into what the trademarked methodology Solution Selling is really all about… http://www.solutionsellingblog.com/home/2012/8/27/will-the-real-solution-selling-please-stand-up-part-1.html

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