Salespeople are no longer selling just a “product”; instead, they are providing a valuable “solution” to customer problems.28 Consultative salespeople act as product experts and generally provide a customized solution. The second part of the consultative sales process consists of selecting or configuring a solution that satisfies the prospect’s buying motives.

As we have noted, most salespeople bring to the selling situation a variety of products and/or services. In today’s information economy, salespeople are increasingly selling related services as a part of their product solution. This is especially true in the Western industrialized countries where profit margins on B2B goods-related solutions are declining. In Germany, for example, six of the 30 largest firms have established specific organization units to offer services.29 The challenge to select the correct solution is growing. Digesting relevant information, perceiving patterns, and determining the unique solution that will work in each unique selling situation requires a considerable amount of time and effort.30 This process, done correctly, can create significant value for the customer and build a long-term partnership of repeats and/or referrals.

After identifying the buying motives, the salesperson carefully reviews the available product options. At this point, the salesperson is searching for a customized solution to satisfy the prospect’s buying motives. Once the solution or product configuration has been selected, the salesperson makes a recommendation or proposal to the prospect (Figure 11.4). The following customer response to this process illustrates the value created when this process is done correctly: “She listened to and worked with the ideas that I had concerning my desires and preferences, as well as made recommendations that complemented and enhanced the vision that I had for my home.”31