Generally speaking selling by being the cheapest is not the way to go. There are exceptions and we can write about that another day. When you lead with price what happens is a competitor is cheaper? Then do you start discounting your price? You are also building a foundation built on price. So if the prospect becomes a customer will they not want the cheapest price in the future? I firmly believe Solution based Selling is here to stay. As a vendor I prefer to think of myself as a problem solver or a partner that is working with the prospect/customer to help them succeed. If you can answer all the questions below you will be in a better position then most to earn the prospect/customer’s trust and win their business.

How does your solution help them improve their revenue? How much more product could they sell with your solution as opposed to without it? Or opposed to some other solution? How much are those extra sales worth to them?

How does your solution help them reduce costs? How much could they save in labor costs with your solution as opposed to without it? Or opposed to some other solution? How much could they save in overhead?

How does your solution help them improve quality? How much could they save in reworks, scrap, overtime, corrective action costs, and so forth, with your solution as opposed to without it? Or opposed to some other solution?

How does your solution help them improve delivery performance? How much would they save in canceled orders, expediting costs, airfreight charges, and so forth, with your solution as opposed to without it? Or opposed to some other solution?

How does your solution reduce their exposure to risk and liability? How much could they save in penalties, legal fees, and litigation, with your solution as opposed to without it? Or opposed to some other solution?