Is There a Difference Between Selling a Product or a Solution?

Jens P Edgren
May 30
3 min read

Book a workshop - "Your Guide to Consistent Sales Success with MEDDICC"

Check out MEDDICC courses on UDEMY-

https://www.udemy.com/course/meddicc-sales-training-sell-more-faster/?couponCode=KEEPLEARNING

https://www.udemy.com/course/meddicc-the-art-of-asking-questions/?couponCode=KEEPLEARNING

https://www.udemy.com/course/meddicc-competitive-sales-strategies-must-win-deals/?couponCode=KEEPLEARNING

In this article, I’m going to kill one of the biggest myths in sales:

That there’s a difference between selling a product and selling a solution.

It’s not what you sell that matters – it’s how your customer sees what you sell.

The product might be the same, but the perspective is everything. You can sell the exact same thing in two very different ways, with completely different results.

So – how do you get paid more and shorten your sales cycle?

And what should you absolutely avoid if you want to sell more, faster?

3 Ways to Get Paid More and Speed Up Your Sales Cycle

Put what you sell in your buyer’s perspective
- Selling to a CEO or top executive? Speak their language. They think about ROI, long-term value, and smart investments – not specs or features. Always frame your offer in terms of: What do they get back?
Tell a story that proves real value
- Whether you’re selling advanced software or decking screws, share a story about how your offer helped someone else succeed. Stories sell – specs don’t.
Ask questions that make them calculate the value themselves
- Ask: What’s the impact of fast delivery for you? What’s the risk if this project is delayed?
  When the customer verbalizes the value, they’ll also justify a higher price – and move faster.

3 Things to Avoid If You Want to Sell More, Faster

Just presenting your product
– A product pitch alone is boring. Dialogue, relevance, and insight are what move deals forward.

Sending a quote too soon
– If you offer a price before understanding what the customer really wants to achieve, you’re just guessing.

Sending quotes without a real conversation
– That’s like shopping online without knowing what you need. Cold, generic – and easy to say no to.

Sell to the Right Level – With the Right Language

Picture your customer’s organization as a pyramid:

Top Level (Executives, Politicians, Owners):
They want to create long-term value. They think in terms of investments and ROI. Here, you need to show strategic value and business impact.

Middle Management:
Their job is to deliver results with a limited budget. They think efficiency, cost – but most of all: risk.
Delays, poor quality, failure – those are scary. If you can help them hit targets while reducing risk, they’ll happily pay for it.

End Users:
They want great tools that make their job faster, easier, and smarter. They know what works – and they’re willing to pay for quality that lasts.

The point? It’s not what you sell – it’s how your buyer sees the value of buying it.