Solution Selling Playbook

SOLUTION SELLING PROCESS

Solution Selling Phases

SOLUTION SELLING PROCESS

PHASE 1: DIAGNOSE
☐ Identify latent pain
☐ Develop pain into active need
☐ Create vision of solution
☐ Gain agreement to explore

PHASE 2: DESIGN
☐ Map requirements
☐ Design solution
☐ Align to capabilities
☐ Validate with stakeholders

PHASE 3: PROVE
☐ Demonstrate solution
☐ Provide references
☐ Build business case
☐ Address concerns

PHASE 4: CLOSE
☐ Create compelling event
☐ Navigate procurement
☐ Negotiate terms
☐ Gain commitment

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PAIN IDENTIFICATION

Pain Chain Development

PAIN CHAIN TEMPLATE

SYMPTOM (What they notice):
_______________

ROOT CAUSE (Why it happens):
_______________

IMPACT (Business effect):
_______________
$ impact: $_____

STAKEHOLDER PAIN:
Executive: _______________
Manager: _______________
User: _______________

VISION (Ideal state):
_______________

Pain Questions

Level	Question Type	Example
Surface	Open situation	"How do you handle X today?"
Problem	Pain finding	"What challenges do you face?"
Impact	Consequence	"How does that affect the business?"
Vision	Future state	"What would ideal look like?"

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COMPELLING EVENT

Creating Urgency

COMPELLING EVENT CREATION

INTERNAL EVENTS:
☐ Budget cycle (fiscal year end)
☐ Leadership mandate
☐ Regulatory deadline
☐ Contract expiration
☐ Initiative deadline

EXTERNAL EVENTS:
☐ Market change
☐ Competitive pressure
☐ Industry regulation
☐ Customer demand

IF NO EVENT EXISTS:
Create urgency by:
☐ Quantifying cost of delay
☐ Showing competitor moves
☐ Highlighting risk
☐ Presenting time-limited offer

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