The value received, or outcome, is visible to customers and can be articulated clearly by salespeople, so winners can earn measurable premiums that customers believe are well-deserved. The winners take a problem-solving view in numerous ways before, during, and after each solutions selling transaction—through intensive efforts and investment to understand specific problems, their causes, and their impact on the world of the customer. In addition, the key to scaling success in selling solutions is finding sizable customer segments that share similar “problem domains,” and aligning with selling channels that can effectively represent the value of those solutions to potential buyers.