In the book, The Solution-Centric Organization, Keith Eades and Robert Kear describe how product marketing teams can help sales representatives articulate value by conducting a customer-focused solution messaging exercise to develop Solution Messaging Tools. One example of a tool is the Solution Messaging Card. The card consists of the following components:

  • Customer Problem – a brief description of the problem, need, or opportunity being experienced by a specific physician/organization
  • Trend Relevance – key trends and issues in the marketplace that relate to the problem state of the customer, which illustrate its pertinence and importance
  • Cause of Problem – specific causal factors in the customer’s environment that are creating the problem situation
  • Problem Impact – specific clinical, operational, and/or financial impact of the problem on the patients or the practice – specifically, the bad things that happen if the problem is not addressed
  • Required Capabilities – capabilities required to address the specific causes of the problem
  • Clinical Evidence/Metrics/Proof of Value – clinical, operational, and/or financial data metrics that can be used to determine if the problem is being successfully addressed
  • Solution Linkage – how the proposed solution fulfills the capabilities required to address the problem or need
  • Differentiators – unique aspects of the product that provide an advantage for the patients and/or the practice
  • Case Studies – related case studies that demonstrate prior success in solving the problem

Once developed, the Solution Messaging Card, along with other tools can be placed in the representative’s sales playbook as a reference to ensure that their discussions are customer-centric and focused on the value that their solution can deliver. Additionally, the exercise provides Marketing with clear, aligned, differentiated, value-driven messages to use in the creation of sales collateral through launch and beyond. You can download our Solution Messaging Card template here.

SPI owns the official Solution Selling® methodology, and we have over a quarter-century of experience helping organizations differentiate their solutions by making the transition from product to true, high-value solution selling. Over the years, we’ve seen everything and have perfected our approach for making this transformation successful. Nobody understands how to do this better than SPI.

Free Solution Messaging Card

Download SPI's complementary template for developing customer-focused and value-based solution messages.