The End of Solution Sales
Customers don't need salespeople – so sales leaders need a new playbook.

Why Solution Selling No Longer Works

  • The Old World: Sales reps successfully diagnosed customers’ needs, aligned their products to those needs, and sold them solutions that are better than their competitors.
  • The New World: Companies readily define solutions for themselves – courtesy of more sophisticated procurement teams and purchasing consultants armed with troves of data.
  • The Proof: A CEB study of more than 1,400 B2B customers across industries revealed that 57% of a typical purchase decision is made before a customer even talks to a supplier.
    1. Customer Purchase Decision Timeline

      The New Sales Playbook

      To understand how high performers are navigating this new environment, CEB launched a series of studies across 6,000 reps, 600 companies and 700 customer stakeholders. The research found that top performers don't sell more effectively – they sell completely differently.

      Top performers have abandoned the traditional playbook and devised a novel, radical, sales approach built on three specific strategies.

      Read our article in the Harvard Business Review to find out what they are.

      About CEB's Support for Sales and Marketing Executives

      CEB is the leading member-based advisory company. By combining the best practices of thousands of member companies with our advanced research methodologies and human capital analytics, we equip senior leaders and their teams with insight and actionable solutions to transform operations. This distinctive approach, pioneered by CEB, enables executives to harness peer perspectives and tap into breakthrough innovation without costly consulting or reinvention. The CEB member network includes more than 16,000 executives and the majority of top companies globally.