Sell Integrated SolutionsMANY COMPANIES HAVE INVESTED heavily to create high-value solutions.  The goal is often to grow revenue by increasing deal size, capturing a larger share of wallet, and increasing the customer’s switching costs.  After making the investment of time and effort to build elegant business solutions, many companies are shocked by the magnitude of the shift from selling discrete products to selling more integrated business solutions.

Why is this shift so challenging?  In short, although the underlying technologies and components of the newly configured solutions may be quite similar to the original products, the capabilities to successfully sell integrated solutions are radically different.  The following chart outlines some of the differences:

Selling Discrete ProductsSelling Integrated Solutions
Customers care about features, performance, and price of the current offeringCustomers care about your company’s viability, product roadmap, and your longer term ability to create value for them
Easier to switch suppliers, perceived as lower risk by customersHarder to switch suppliers, perceived as higher risk by customers
Purchase requires less change for the customer.Purchase requires more change for the customer
Specific products sold to specific people or departmentsIntegrated solutions must be sold to multiple departments, functions and stakeholders.
Sales people rely on product differentiationSales people must create business value via the total solution

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“Shifting our sales organization to sell on value – and capture more value for ourselves — was a big change for us. It wasn’t fast, easy or cheap. But it was worth it. My advice to those considering Ted’s services is to make the long-term commitment to implement these approaches, and stay the course. You can’t be half pregnant. And you can’t half transform. Ted and his team at Entheon will help you get to the results you are looking for. I highly recommend them.”

HEAD OF SALES$250 Million Software Company