I love the term ‘solution selling’
It’s used to, I think, soften the idea of selling.
There’s nothing wrong with selling – but there is something wrong with pretending you’re trying to solve a problem.
Generally to solve a problem you need to know what it is. When was the last time someone asked you what problem you were trying to solve when trying to flog you something?
Solutions can’t be reached when all parties involved have a different motivation that drives them.