A solution sale is something that utilizes a great deal of talent.

In addition to product knowledge, you really have to listen, and ask questions so you have enough information to be able to make an appropriate recommendation, or to provide your prospect with the most efficient, and the most effective solution options that accomplish their business and personal goals.

In telecommunications, for instance, there are many different solutions to the same challenges, or business needs.

For example, in the past, owning your own business phone system meant you had the option to purchase or lease.

With the advent of advances in technology, virtual solutions are now an option as well, and they're scalable, so they become an option for Small, Medium and Enterprise-level business users, even across multiple geographical work locations.

The best choice, however, isn't based solely on technology and hardware options - it's how solutions integrate into the way a prospect currently does business, and how implementation not only solves business issues, but adds productivity, potentially reduces cost over time, and helps increase profitability as a result.

With data solution sales, the choices for solving the same issue are numerous. Cost is always a concern, but so is redundancy, security and capital expenditure. How long is this solution expected to remain in place, and will the business grow in this, or additional geographical locations? Who are the customers of the business and where are they located? How do they connect to the business to communicate?

Sometimes ROI isn't always measured in currency. Sometimes it's added peace of mind, knowing your customers can always reach you, even when you're out of the office. It's important to always give your customers the perception you're able to be reached, even if they have to leave a message for you.

The bottom line is that serving your customers is a privilege, and a lot of trust is placed in you to make sure you're taking the very best care of them, just like the business was yours. A good sale is one that works for everyone, and is win-win-win - it's right for the customer, it's right for the company you work for that serves the customer, and it's right for you as a sales person as well. The more you know about your prospect's business, the better position you're in to be a valued trusted advisor.

Mark Shander
Talk Show Host/Trusted Business Advisor
Technology Journalist
mark@shander.com