DISQUS

I couldn't agree more. Marc Miller, in his great book Selling is Dead, says that we need to transition our reps from creating concurrent demand (demand for more of what they already have) to creating divergent demand (demand for something new.)

The challenge with creating divergent demand is that it requires a different skill set. Existing reps have three options with concurrent demand: buy more, buy cheaper or buy better systems. They are also working inside the framework of an existing budget and formalized decision makers.

Solutions sales require divergent demand. There is no budget. There are no formalized decision makers. Thus, it is up to the rep to create top level relationships and uncover meaningful business problems. Until the problem is unearthed and the client agrees it is a problem, there is no solution sale.