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It’s time to stop selling solutions

John Mclean

Developing bundles of products and services and offering them as the perfect solution for any number of different businesses has been an established trend for over half a century.

More and more companies in the B2B sector are now stepping away from that approach to offer more targeted plans and products, write Hannah Grove, Kevin Sellers, Richard Ettenson and Jonathan Knowles for MIT Sloan Management Review.

Tapping into the extensive research they have conducted during the last decade – interviewing hundreds of business leaders, marketing and sales executives and B2B customers – the authors focused on the experiences of a quartet of companies.

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Credits:
Source Article: Selling Solutions Isn’t Enough
Author(s): Hannah Grove, Kevin Sellers, Richard Ettenson, and Jonathan Knowles