Problem-Solution and Consultative Selling Exercise: Simplifying Complex Buying and Selling Behavior

Abstract

The authors discuss an exercise that shows students how to simplify the process of matching buyers’ needs with sellers’ solutions. In the exercise, students use a “problem-solution grid” to categorize hypothetical buyers and sellers and to develop appropriate strategy to use when a certain type of seller encounters a certain type of buyer. The authors explain how the exercise is implemented in class, provide examples of student handout assignments and instructors’ answers for class discussion, and include teaching notes for a computer market scenario.