When selling, therefore, salespeople should be thinking about what solution their product/service is offering to the client. 

Solution selling focuses on a customer’s needs, and addresses those needs with a tailored offering.

Tips for effective solution selling

• Do your homework before you meet with your potential client.  Look at their website and seek out other  information that might be available in the public domain (ie brochures, media, etc).  Think about how your product/service might benefit the client. 
• Take time to listen to your client and understand their needs.  Ask questions about their business to undersstand the context in which the problem lies.  Narrow in on  issues to assess the specific problem further.  In discussion, try to understand the cause of the problem, not just the consequences.  
• Tailor your presentation/pitch to meet the client’s needs.  Keep the solutions focussed and don’t present or discuss  aspects of your product/services that aren’t relevant. 
• Present your product/service as a solution to the client’s problem and sell its value.  Concentrate on key benefits and outcomes.  Use examples from other similar clients to demonstrate value.
• Attend a sales meeting with an open mind.  Be flexible with your approach and consult with the client extensively to ensure their needs are being met.   Often the client can be the best help in tailoring a solution, when you might not have all the answers.  Adjust your offering as needed.

Solution selling can be applied to almost every type of sales transaction.  While by its nature solution selling is highly tailored, core elements should be articulated in both the marketing plan and sales plan.