Should we be selling 'solutions' or outcomes?

Many sales methodologies – in the interest, no doubt, of selling more books and training courses – claim to have a uniquely effective approach. Yet, and perhaps inevitably, each methodology has its strengths, weaknesses and blind spots. None of them can credibly claim that they offer a universal “one best way”.
Of course, it’s almost always the case that adopting a relevant methodology is better than not having a process at all. But choosing to only ever drink one brand of kool-aid is rarely a healthy long-term strategy. Some of the most effective sales leaders I have worked with have taken elements of the different methodologies and combined them together to create a pragmatic framework that works for their environment.
They might, for example, choose to combine an awareness of the SPIN question types with some of the Sandler conversational techniques and – where appropriate – applying Challenger tactics to