Strategy for Systems Sellers: A Grid Approach

Abstract

While systems selling has become popular as a general concept, many companies have experienced difficulty applying it in practice. The authors propose using a grid approach to implement the strategy. It is based on analysis of the expertise and experience held by both the buyer and seller in a given situation. The grid first examines the product technology knowledge, or “solution expertise,” held by both. Then the “problem expertise” (knowledge of buyer problems and needs) is analyzed. The results are plotted on a problem-solution grid, and can assist systems sellers in targeting the best prospects, developing sales presentations, and handling objections of different functional managers within the buying organization.