--- title: "Overcoming Solution Bias: Strategies for Elevating Your Sales Approach in 2024 | The Sales Blog" description: You will never win every client you want, but you will win every client that wants you. image: https://www.thesalesblog.com/hubfs/Shutterstock_406902424.jpg --- ### [Now booking SKO meetings for 2026/27! 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Join us in unraveling the art of winning without the blinders of solution love.* Last week, I joined Nick and Armand on the [“30 minutes to President's Club” podcast.](https://www.30mpc.com/) Our conversation was about beating your competition, and we discussed capturing the client's mindshare and several displacement strategies, ending with triangulation strategy, a way to remove all your competitors from a contest for a client. At the end of the live podcast, I was asked what salespeople should stop doing, and I answered: “Stop falling in love with your product.” Allow me to explain. ## Reducing Your Influence: Avoiding the Pitfall of Product-Centric Sales Conversations How you speak and what you talk about in the sales conversation can improve or reduce your status. When you are [in love with your product, you sound like every salesperson your contact has ever met.](https://www.thesalesblog.com/blog/how-your-love-for-your-solution-keeps-you-one-down-in-b2b-sales) When you talk about your solution, you reduce your status. To be fair, this isn't your fault. When you were onboarded, you were taught that your company is better than your competitors. You were also taught that your product is the very best in the known universe. By building up your company and your product, you ensure your contact will see you as just another peddler, trying to sell their wares. ## Self-Commoditization Traps: Escaping the Common Sales-Pitch Dilemma You are a commodity selling a product that is also a commodity. When your talk tracks are the exact talk tracks your competitors use, you project that you are a run-of-the-mill salesperson, one that is easy for your contact to find by looking at the desperate emails that flood in every day. When you start talking about your product, you give your contact a sense of déjà vu, as your competitors have already had this same conversation with them. The truth for most of us in sales is that our products provide parity. Your product can help your client, and your competitor's products can also generate results. ## **Capturing and Retaining Client Interest: Beyond Product Features and Benefits** Unless your client's main problem is a good night's sleep, a presentation pitching your product is unlikely to help them. Walking them through a demo or explaining all the features and benefits of your product is more potent than Ambien. You will bore your client to sleep by talking in depth about the product. [No one wants to buy your solution](https://www.thesalesblog.com/blog/why-no-one-wants-to-buy-your-product). They want to buy the better results they need to succeed in improving their business. There are more effective conversations to have than talking about your solution, and these better conversations don't mention your solution. One reason this shift is difficult for most salespeople is that they lack the business acumen they would need to present themselves as experts. Most low-status salespeople try to prove they have business acumen by delivering an ordinary pitch instead of acting like a consultant. We describe consultative salespeople as being One-Up, meaning they have high status and win at a high rate. ## **Elevating Your Sales Game: Strategies for Becoming an Irreplaceable Consultative Seller** No one wants to buy your solution. They want to buy the strategic outcomes they need to succeed in reaching their goals. Most salespeople are so in love with their solution that they don't recognize their contacts want the outcomes instead. If they could have the outcomes without having to buy your solution, they wouldn't consider buying it. You improve your ability to win your client's business by learning to talk about the client's desired results. Consultative salespeople talk like businesspeople. They focus on the end, what needs to change to allow the client to produce the better outcomes they need to succeed. ## **Key Insights from Commodity Sales: Your Unique Value in a Saturated Market** If you sell a commodity, you may eventually recognize that your solution is no better than your competitor's, and no worse than theirs, either. You are the value proposition, and to fulfill that role, you must create value in and through the conversation you have with your contacts and their stakeholders. By having a conversation about your client's strategic outcomes, you outflank your competitors, causing your client to recognize that you are a high-status consultative salesperson who knows what the client needs to change to accelerate the results they need. ## **Breaking Free from Solution Infatuation: Focusing on Client Outcomes for Greater Success** You may have a hard breakup with your solution, as the two of you have been together for a long time. But you will soon realize you should instead be in love with the outcomes you and your solution can provide. We need to be careful here because what matters is your ability to address the strategic outcomes. This is how you beat a competitor with a better solution than yours. When you are talking about results and how to acquire them and your competitor talks about their solution, you have the advantage. Leaving this article, focus on learning how to [change your sales approach to one that is more consultative](https://www.thesalesblog.com/blog/maximizing-sales-success-the-consultative-approach) and one that begins with the result. This will improve your status and create a preference to buy from you. This is why we believe: You will never win every client you want, but you will win every client that wants you. [![sales-accelerator-individual](https://no-cache.hubspot.com/cta/default/2922376/dd5a3b06-f705-4732-885d-7e700d447815.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/dd5a3b06-f705-4732-885d-7e700d447815) ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2024](https://www.thesalesblog.com/blog/tag/2024) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on February 13, 2024 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. [![DOWNLOAD EBOOK](https://no-cache.hubspot.com/cta/default/2922376/c9f553be-fbba-4813-9199-95c1603472e7.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/c9f553be-fbba-4813-9199-95c1603472e7) ## Are You Ready To Solve Your Sales Challenges? ![Anthony-Solve-Sales](https://www.thesalesblog.com/hs-fs/hubfs/Anthony-Solve-Sales.png?width=290&height=221&name=Anthony-Solve-Sales.png) Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2024-02-14T8:09:24 PM", "datePublished" : "2024-02-13 20:09:00", "description" : "You will never win every client you want, but you will win every client that wants you.", "headline" : "Overcoming Solution Bias: Strategies for Elevating Your Sales Approach in 2024", "image" : { "@type" : "ImageObject", "height" : 16, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/Image/favicon.ico", "width" : 16 }, "mainEntityOfPage" : { "@id" : "https://www.thesalesblog.com/blog/overcoming-solution-bias-strategies-for-elevating-your-sales-approach-in-2024", "@type" : "WebPage" }, "name" : "Overcoming Solution Bias: Strategies for Elevating Your Sales Approach in 2024", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "height" : 24, "url" : "https://f.hubspotusercontent20.net/hubfs/2922376/TSB/images/TSB%20Logo%20Dark.svg", "width" : 228 }, "name" : "The Sales Blog" } } ```