From Solution Selling to Value Connection

You are sitting in a meeting with a potential client.
You have done all your homework; discovered their pain points, mapped your solutions, built a strong ROI case.
Halfway through the presentation, the client leans back and says:

“This all sounds great. But how does this actually matter to us?”

Time has changed…

For years, sales was about mastering Solution Selling: identify a problem, propose the right solution, close the deal. It worked beautifully, when customers needed us to guide them through complexity.

But today’s buyers are different. They come prepared, informed, and often already know what their “solutions” could be. What they’re really looking for is connection. Someone who understands not just what they need, but what they care about.

That’s where the Value Connection comes in.
It’s a shift from selling solutions to co-creating impact.
From pitching features to aligning around meaning, goals, and outcomes.

The best salespeople today aren’t just problem-solvers.
They’re connectors - people who can bridge what the customer values most with what the business can deliver.

It’s no longer about How can I sell this?
It’s about How can we create value together?

And when that happens, something powerful changes:
The conversation stops being transactional, and becomes transformational.

If you would like to continue this conversation - let me know!