Evolving from Selling to Solving
With early-stage and emerging startups, selling is often mistaken for the mere art of persuasion and “closing deals.”
However, the most successful sales leaders and representatives know that effective selling is more about solving problems than simply pushing products or services.
The focus should be on diagnosing problems and prescribing solutions addressing customer needs.
This problem-solving approach drives sales success and fosters long-term client relationships, ensuring sustained revenue generation and business growth.
The Sales Evolution: From Selling to Solving
Traditionally, selling has been viewed as a transactional process—an exchange where the primary goal is to convince the customer to buy a product or service. However, as the business landscape has dramatically evolved, so has the role of the salesperson.
In today’s market, especially for startups, the most effective sales strategy is rooted in problem-solving and empathy, not talking people into buying.
When sales leaders and representatives adopt a service-first mindset, they position themselves as trusted advisors rather than just “another salesperson trying to make a sale.”
This shift in perspective allows for deeper engagement with prospects, understanding their pain points and challenges before offering a solution. As a result, “solving” becomes a process of engineering solutions rather than merely pushing a product.
I learned this firsthand while working as an engineer, accompanying sales teams on field calls. My engineering background allowed me to effectively diagnose customer problems and provide thoughtful solutions.
The salespeople loved having me alongside them because I did all of the selling - make that “solving” - while they collected the commissions.
The inevitable happened. I asked Phil, my branch manager, for a chance to be a salesperson. He said yes. That was the crucial turning point in my career. I joke that’s when I was “seduced by the dark side of sales.”
Sales as a Problem-Solving Process
Think of the sales process as a diagnostic journey. As an engineer would assess a problem before designing a solution, a sales representative must first understand their customer's challenges.
This requires active listening, asking the right questions, and thoroughly diagnosing the problem.
Once the problem is identified, the next step is to design a solution tailored to the customer’s needs.
This could involve customizing a product or service offering, providing additional resources, or even suggesting alternative approaches that the customer may not have considered.
The key here is to ensure that the solution is practical and aligned with the customer’s business objectives.
By approaching “selling as solving,” you are solving the customer’s immediate problem and building a foundation of trust and credibility.
This approach encourages customers to view you as a strategic partner in their success, which can lead to repeat business, referrals, and a stronger reputation in the market.
The Role of Sales Consulting in Problem-Solving
The problem-solving approach to sales is particularly critical for early-stage and emerging startups. These companies often face unique challenges, such as limited resources, rapidly changing market conditions, and the need to scale quickly.
As a Sales Consultant, my role is to help these businesses develop a sales strategy tailored to their specific needs.
One significant benefit of sales consulting is that it provides an external perspective on your sales process. By analyzing your current approach and identifying areas for improvement, I can help you optimize your sales strategy to better align with your business goals.
This could involve refining your prospecting techniques (differentiating between “suspects” and “prospects”), improving your sales process, making forecasting sales more analytical and predictable, or assisting in developing a more effective sales team through hiring, training, and mentoring.
A way to get introduced to my services is my live Startup Sales Training AND Consulting Course. We dive into Preparing for Success, Strategic Prospecting, and Getting the Decision in three, tools-and-templates-packed, one-hour modules. Attendees also get one hour of one-on-one consulting afterwards. The September cohort starts on the 10th. Details and registration are at https://theconscientiouscapitalist.com/courses.
In addition to providing strategic guidance, a Sales Consultant can act as a fractional sales executive, stepping into roles such as VP of Sales or Chief Revenue Officer.
In these roles, I bring over 35 years of experience and expertise to your business, helping you navigate the complexities of scaling your sales efforts and driving revenue generation with greater velocity and predictability.
The Engineer’s Mindset: Diagnosing Problems, Designing Solutions
Adopting an engineer’s mindset in sales means approaching each customer interaction with the intent of diagnosing and solving problems.
As a Founder, you start out with a deep understanding of your product or service and the ability to think critically and creatively about how it can address the customer’s unique challenges.
To move from understanding to winning customers, it is essential to develop strong prospecting, qualifying, and opportunity evaluation skills. This involves researching potential customers, understanding their industry and business model, identifying the specific pain points they may be experiencing, and credibly projecting ROI. All things that Founders are coached to do and then validate through customer discovery.
The question I answer for the Founder is, “How?”
With that groundwork in place, it’s critical in strategic “solving” to tailor your approach for each prospect, demonstrating that you understand their needs and are equipped to provide a solution.
How?
By Building Long-Term Relationships Through Problem-Solving
A key advantage of adopting a problem-solving mindset and approach to sales is that it fosters long-term customer relationships. When you prioritize solving their problems over simply making a sale, you demonstrate that you genuinely care about their success.
This builds trust and loyalty, which is critical for sustaining revenue generation and driving business growth while strengthening your brand.
For startups, these relationships are invaluable. By positioning yourself as a problem solver, you set yourself apart from competitors who may still be stuck in a transactional mindset. You also establish your business as a trusted partner in your customer’s journey.
The Impact of Problem-Solving on Revenue Generation
The ultimate goal of any sales strategy is to drive revenue generation. However, when sales are approached as a problem-solving process, the impact on revenue can be even more significant.
By providing solutions that meet your customers where they are, you increase the likelihood of winning deals, generating repeat business, and attracting new customers through referrals.
And, of course, satisfied customers are more likely to stay with your business, purchase additional products or services, and recommend you to others, all of which contribute to a more robust bottom line.
Taking Action Towards Achieving Success
If you are a Founder of an early-stage or emerging startup looking to turn your sales strategy into a solving strategy, I can help.
As a Sales Consultant and Fractional Sales Executive, I specialize in helping companies to diagnose their revenue challenges and design tailored solutions that drive revenue growth.
Whether you need guidance on your sales process, prospecting techniques, or overall sales strategy, I’m here to provide the expertise and support you need.
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If you are the Founder of an emerging startup making "hero" sales in the $1M ARR neighborhood and are ready to scale your sales predictably, schedule a no-cost, no-obligation, and no-pressure 30-minute consultation here.
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