Are You Selling Products or Solving Problems? The Secret to Closing More Deals


As a sales professional, it’s easy to get caught up in the features and benefits of your product. After all, it’s what you know best, and you’re passionate about it. But here’s the thing: your customers don’t care about your product – they care about their problems.

According to Gartner, 65% of B2B buyers find the vendor’s content to be “a mix of valuable and useless.” That’s a lot of wasted effort on your part! Instead of focusing on your product’s features, you should focus on solving your customer’s problems.

So, how do you do that? By selling on the customer’s expected value. This means understanding their business goals, their pain points, and what they’re trying to achieve. It means putting yourself in their shoes and understanding their perspective.

When you sell on the customer’s expected value, you’re able to position your product as a solution to their problems. You’re able to show them how your product will help them achieve their business goals and alleviate their pain points. This is much more effective than simply listing the features of your product and hoping they’ll see the value in it.

Think about it: which sales pitch is more compelling? “Our product has these great features” or “Our product will solve your specific problem and help you achieve your business goals”?

Of course, this isn’t to say that product features aren’t important. But they should be positioned as a means to an end, not the end itself. Understanding your customer’s problems and positioning your product as a solution will make closing deals much more effective.

So, the next time you’re pitching a potential customer, ask yourself: am I selling products or solving problems? The answer could make all the difference in closing the deal.

Remember, customers, buy solutions, not products.

Bryan Gregory is a seasoned leader with a deep understanding of the ValueSelling methodology, mentoring and leadership. He has a track record of driving growth and innovation by focusing on the needs of his customers and building high-performing teams, and has leveraged and managed to the ValueSelling Framework® for more than ten years across several large organizations.