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Master Agent Focus - Solutions Sales or Insight Selling?

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Master Agent Focus - Solutions Sales or Insight Selling?

August 28, 2012

  By Susan J. Campbell, TMCnet Contributing Editor

What exactly is the status of solution sales? Is it a dying practice or just another prediction gone wrong? It might depend on how one defines solution sales. It may also depend upon whether or not the master agent is focused on this space. 

By some accounts, a solution sale is a practice that has been around for about three decades, and is defined as a process whereby the agent, be it a sub or master agent, identifies a customer need and then contrasts and compares his/her solution against a competitor’s solution and demonstrates how his/her solution is better than any other master agent or sub-agent’s solution. 

In the case where a master agent or sub agent is selling hardware and circuits, the predictions of solutions sales having gone south might be right. According to this Channel Partners Online report, some have come up with an alternate term that is closely related to solution selling, and its called insight selling. 

There are some differences, however. In solution sales, the client takes the master agent through the sale process whereas an insight sale would guide the customer into purchasing the product. A solution sale tries to figure out what the client wants to achieve, whereas the insight sale process finds a client’s needs that they aren’t yet aware of. 

Whereas a solution sale initiates a conversation by inquiring about the needs of the client and then ropes them in with a closely-related product, an insight sale will begin with the master agent or sub agent giving detailed advice on where the client needs to focus their attention.

In many cases, the process of solution sales has evolved into insight sales as the concept of selling solutions is known to many as one that has had its day and now has one foot in the grave. A truly insightful sales process would involve a master agent not only listening to the needs of the client but also directing the client to the questions they should be asking.

Clients need to know what technology can be used to better their services. Master agents know what these technologies are, and they should be invested in exploring those options with the client, especially in a situation where the client doesn’t yet know what options are going to bring value to their organization.

The job of a master agent involves developing a wealth of knowledge about technical devices and software that when put to use in the right place, can bring an excellent return on investment to the client.

To find out more about Telarus (News - Alert) Inc., visit the company at ITEXPO West 2012. To be held Oct. 2-5 at the Austin Convention Center in Austin, TX, ITEXPO (News - Alert) is the world’s premier IP communications event. Visit Telarus Inc. in booth # 832. For more information on ITEXPO West 2012, click here.

Edited by Jamie Epstein
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