I keep hearing about the new thing since solution selling called Insight Selling. Much has been written about it, but I am not convinced much has changed other than the name.
In the old days of solution selling, before the buyer could access a plethora of information on their own, we used “Insight Selling” to win and/or enlarge deals. It predominantly was used to find out more about the buyer and their goals, objectives and initiatives, and gain credibility and trust especially when we were selling large, complex B2B sales.
The sales person would orchestrate his/her selling team to match those of influence and needs on the buyer’s side. In those days, we called it role selling. We would match up executive to executive, subject matter experts who came from the industry with those of similar backgrounds on the buyer side, IT with IT, etc. in order to ensure the team was addressing specific buyer needs.
Then the sales person worked with each person on his/her selling team to share information and plan the details as they related to both giving and gaining insights. As experts in their field, the selling team had the benefit of having similar conversations with others at similar firms and would therefore have the ability to share insights, successes, potential risks, limitations, etc. on a broad range of topics/situations. These insights not only built credibility for the individual on the selling team but also helped buyers see their situation through new and different lenses. Sometimes we changed how they were thinking and sometimes we confirmed their needs, goals, strategies, etc.
It seems we have been doing Insight Selling for some time now. So what’s really different? Is it just a new name for role selling?