Sell Solutions Not Software

When you sell software, the buyer considers whether or not they need more software. When you sell solutions, the buyer considers whether of not this solves their burning problem. It’s more effective to sell a solution (even if it’s packaged as software) so the buyer can see exactly how it addresses their pain and how it compares to their current way of solving the problem.

See also:

  • Describe the Solution in Terms the Buyer Uses to Evaluate It

    When you sell solutions not software, you need to be as concrete as possible about the buyer’s use case so you can describe your solutions in the same terms they use to evaluate it. For example, if their burning problem is too much manual work—dig into what the manual work is and how they decided this was a big problem, then describe the solution in terms that match (e.g. how many reports, hours, mistakes, etc. does the solution save).