The Three-Dimensional (3-D) Product Solutions Selling Model
7.2 Explain the 3D product solutions selling model
Ted Levitt, former editor of the Harvard Business Review, says that products are problem-solving tools. People buy products if they fulfill a problem-solving need. Today’s better-educated and more demanding customers are seeking a cluster of satisfactions. Satisfactions arise from the product itself, from the company that makes or distributes the product, and from the salesperson who sells and services the product.11 As noted in Chapter 6, many companies are attempting to transform themselves from product selling to solution selling. Figure 7.1 provides a description of the Three-Dimensional (3-D) Product Solutions Selling Model
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