Try a solution-based approach to sales

Most customers don’t really want to buy a sign—they want to solve a problem

By Richard McKinley

Posted on Thursday, April 20th, 2017

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Say you get sick and go to the doctor. Which one would you choose to heal your health problem: The one who tells you how educated they are and describes their awesome skills, or the one who listens to you and asks questions to find the source of your medical woes then prescribes a treatment?

The same principle applies to selling. In which sign person would you invest your resources to deliver your message to the public? Say you needed a sign. Consider the approaches of these two salespeople.

Value-based selling

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Richard McKinley is semi-retired from the sign business and the promotional products industry. He lives in Howard, Ohio. He can be reached at