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Solutioning is a measurable ability where an employee asks the appropriate questions, determines customer's need and then suggests solution that precisely addresses those needs. Typical lagging Y metrics measuring customer experience (CX) are Customer Satisfaction (CSAT) and Revenues or Wins. These, in turn, are strongly correlated to whether or not your customer perceives you as a Trusted Advisor, when they interact with you. This measurable perception is the transition metric between first sales transaction and customer retention. Solutioning is what helps you achieve that Trusted Advisor status.
Solutioning can be applied in three different interaction of the customer journey. These interactions are Lead Nurturing, Customer Service (tech support/help desk) and Cross-selling or Upselling.
Keith M. Eades, author of The New Solution Selling, defines a solution as:
"So what is the definition of the word solution? The typical response is, "An answer to a problem." I agree with this response but feel it's important to expand the definition. Not only does the problem need to be acknowledged by the buyer, but both the buyer and salesperson must also agree on the answer. So a solution is a mutually agreed-upon answer to a recognized problem. In addition, a solution must also provide some measurable improvement. By measurable improvement, I mean there is a before and might be after. Now we have a more complete definition of a solution; It's a mutually shared answer to a recognized problem, and the answer provides measurable improvement."