Cauvin

Solution selling is a sales approach in which the sales person probes into the prospect's pain points and puts together a package of offerings to address them. Rather than selling a single offering, the sales person combines several offerings for the specific customer. (For a comprehensive introduction to solution selling, I recommend SPIN Selling .) Just as sales people should consider solution selling, product managers should consider solution management . Consider how some companies structure their product marketing. A friend of mine works for a company that sells hardware, software, and services. Each hardware, software, or service offering is a "product" in this company's terminology. The company's product managers manage these individual offerings. They determine the roadmap for each product, communicate the requirements to developers, and govern the marketing of each product. The company's business clients, however, almost never buy any individu...