Explain with examples, the concept of solution selling.
Answer: Solution selling approaches buyers from a solutions-to-problems approach rather than a product-purchase approach. Three forms include: (1) solutions to enhance customer revenues, e.g., Hendrix UTD has used its sales consultants to help farmers deliver an incremental animal weight gain of 5 percent to 10 percent over competitors, (2) solutions to decrease customer risks, e.g., ICI Explosives formulated a safer way to ship explosives for quarries, and (3) solutions to reduce customer costs, e.g., W.W. Grainger employees work at large customer facilities to reduce materials-management costs.