Definition: Solution orientation in sales means always focusing on solving the customer's problem – not just promoting the product. The salesperson thinks first and foremost about how they can help the customer, rather than just considering what they want to sell them. It is both an attitude and a technique that is closely linked to consultative selling and benefit argumentation.

Characteristics of solution-oriented conversation:

• Identify the customer's problem: At the beginning, many questions are asked (see needs assessment) in order to understand exactly what problem or goal the customer has. Example: A customer says they want to buy an alarm system. The solution-oriented salesperson asks: “What exactly do you want to protect?” It may turn out that it is more about burglary prevention at a remote company warehouse than in a private home.

• Offer a suitable solution: Instead of simply presenting standard packages A, B, or C, the salesperson specifically presents the solution that best fits the customer's needs. “In addition to the alarm system, a direct connection to the police control center is also useful for your remote warehouse because...”. The product sale takes a back seat, while the problem-solving measure takes center stage.

• Flexibility: Be creative if necessary to find a solution. Perhaps your own standard product is not a 100% fit – the solution-oriented salesperson considers whether adjustments or additional services are necessary. The customer appreciates this agility because they realize that the salesperson really wants to solve their problem, not just sell them a cookie-cutter solution.

• Communication in customer language: Instead of emphasizing technical details (“has 5 kW of power”), translate them into solution language (“you can easily heat 100m² and still have reserve for cold winter days”). Always ask, “What does this mean for this customer specifically?” – and answer exactly that.

Benefits & effects: Solution orientation directly contributes to satisfaction. The customer feels understood and realizes that their concerns are a priority. This increases the likelihood of closing the deal and the chance of follow-up business or recommendations. A non-intuitive advantage: Sometimes the salesperson realizes during the conversation that their own solution is not optimal – and may recommend third-party solutions or a different approach. In the short term, this could mean one less sale, but in the long term, you gain a huge amount of trust. For example, an insurance broker says: “To be honest, competitor X has a more suitable product for your specific case. I want you to have the best possible coverage, which is why I'm pointing this out.” This boost in trust often leads to the customer staying with this broker for all other matters and recommending them to others.

Application for career changers: Those who are new to sales can make solution orientation their strength. Instead of copying old sales tricks, they approach the situation with a fresh perspective: “What does this customer need – and how can I solve it?” Career changers often ask more unbiased questions and think less in terms of product categories, which can be quite innovative.

Conclusion: Solution orientation is an attitude: “I don't sell products, I sell solutions.” If the customer ultimately says, “Thanks to you, I now have exactly what I need to solve my problem X,” then you have been successful. In the internet age, customers do a lot of their own research - they are not looking for product explainers, but solution providers. Those who credibly take on this role are always one step ahead of the competition because they deliver real added value instead of just listing features.