This definition organizes our thinking about what it means to be truly solution-centric. To a large extent, taking
Solution Selling concepts to the next level means becoming a problem-solving organization. That doesn’t just mean having a list of problems you intend to address; it means “living the problem” and having a real, in-depth understanding of what’s really happening in the world of your customers. In addition, it means having coherent linkages between problems and solutions that demonstrate measurable value. In Chapter Four, we presented a brief set of diagnostic questions in four areas that contrast product-centric versus solution-centric characteristics. In the sections that follow, we will delve more deeply into
each of these four areas as follows: