solution selling training program

Solution Selling® Training for Buyer Alignment and Sales Success

Equip your team with a structured methodology to identify customer pain points, build momentum, and close more deals with confidence.

Programme Overview

Solution Selling® Training provides a proven, structured roadmap to help sellers align with buyers, uncover core business issues, and advance deals with greater precision. The programme teaches sales professionals how to connect buyer challenges to tailored solutions, ensuring the right activities happen, with the right stakeholders, at the right time. It’s especially effective for teams navigating long sales cycles, complex buying groups, or inconsistent pipelines. As part of Richardson’s broader solution set, Solution Selling® is ideal for teams ready to move beyond foundational skills and adopt a repeatable, opportunity-focused approach.

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For Who

Sales Professionals

Sales Managers

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Format

Virtual instructor-led

Blended Learning

Digital Learning

Instructor-led

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Duration

2.5-Day ILT Workshop; Five 4-hour VILT Workshops; Pre and Post Digital Learning

Why Solution Selling® Still Works

In today’s competitive, consensus-driven sales environment, sellers need a process that helps them align with buyers early and stay aligned throughout.

Solution Selling® provides that process—offering a structured way to:

  • Identify buyer business issues and connect them to your solutions
  • Navigate stakeholder complexity and align across the buying team
  • Manage pipelines more effectively and close with less discounting
  • Move deals forward collaboratively and predictably

What Sellers Will Learn

Participants gain the tools, mindset, and language to engage buyers more strategically and close opportunities with greater confidence. Sellers will learn how to:

  • Qualify and pursue opportunities based on buyer pain
  • Align solutions to business outcomes and build urgency
  • Gain access to decision-makers and build buyer consensus
  • Use collaboration to overcome buying resistance
  • Conduct confident, value-focused final negotiations

Core Program Components

The Solution Selling® methodology is broken into five essential components. Each one equips sellers with the process, tools, and strategies needed to engage buyers more effectively and advance high-quality opportunities with greater confidence.
  • A Map for Sales Success: Sellers gain a structured path for buyer engagement, enabling them to assess where each buyer is in their journey and adjust their approach accordingly.
  • Building Sales Pipelines: Participants learn techniques for stimulating buyer interest, generating demand, and using pipeline tools to ensure consistent outreach and coverage.
  • Establishing Buyer Consensus: This module teaches sellers how to gain access to power, build trust, and secure agreement across buying groups, reducing deal friction and internal buyer misalignment.
  • Collaborating with Buyers: Sellers learn how to eliminate the operational, financial, and emotional roadblocks that slow down buying decisions by implementing a repeatable collaboration strategy.
  • Negotiating the Win: Sellers gain a practical model for recognizing when deals are ready to close and how to prepare for and execute confident, mutually valuable negotiations.

Opportunity Vitals: The PPVVC Model

To help sellers qualify opportunities more objectively and focus their effort where it matters most, Solution Selling® incorporates the PPVVC model—a diagnostic framework to assess deal strength and buyer alignment.

Each letter represents a key element of a healthy sales opportunity:

  • Pain: Is there a clearly defined business issue or challenge that creates urgency?
  • Power: Are the decision-makers involved and engaged in the process?
  • Vision: Has the buyer articulated what a successful solution looks like?
  • Value: Is there a measurable benefit tied to solving the problem?
  • Consensus: Is there agreement across the buying group to move forward?
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Sellers use PPVVC to prioritize deals, identify risks, and plan their next best move. It becomes a shared language between reps and managers to improve forecast accuracy, reinforce deal discipline, and coach more effectively.

Looking to evolve your sales process even further?

Consultative Opportunity Pursuit training is Richardson’s methodology that blends the Solution Selling® framework and Consultative Selling skills. It’s designed to help sellers remain responsive and effective in rapidly changing markets.

Business Benefits of Solution Selling Training

Organizations that implement Solution Selling® often see measurable improvements in sales performance and buyer alignment. Common benefits include:

  • Higher win rates and improved revenue per rep
  • Greater clarity and consistency in opportunity pursuit
  • Reduced discounting and fewer stalled deals
  • Improved pipeline management and territory focus
  • Stronger, trust-based buyer relationships

FAQs: Solution Selling

Q: What is Solution Selling®?
A: Solution Selling® is a proven methodology that teaches sellers how to uncover buyer challenges, align solutions to business needs, and advance opportunities strategically.

Q: Who is this training for?
A: Sales professionals and managers handling complex deals, long cycles, or team-based buying processes.

Q: What’s the difference between Solution Selling® and Consultative Opportunity Pursuit Training?
A: Consultative Opportunity Pursuit Training builds on Solution Selling® and Consultative Selling by integrating agile selling concepts to help sellers respond to change and move faster through deals.

Q: How is Solution Selling® delivered?
A: Via in-person or virtual workshops, supported by digital learning and tools delivered through the Accelerate Sales Performance System.

click here to request a call with a richardson team member to learn about solution selling training
agile selling training

Consultative Opportunity Pursuit Training Programme Brochure

Train your team to use "Sales Sprints" to build deal velocity.

Key Areas of Content

A Map for Sales Success

Sales professionals learn a path to more effective buyer engagement, so they can quickly determine how potential customers have progressed on their buying journey, and how to adjust selling interactions to provide the most value.

Building Sales Pipelines

Participants develop specialised skills and methods to stimulate prospect interest. They learn methods and get access to tools that enable them to build and maintain pipelines of opportunities to ensure consistent results.

Establishing Buyer Consensus

Sales professionals learn effective methods to gain access to people with power, develop trust and credibility, and build buyer agreement on the solution’s value.

Collaborating with Buyers

We help sales professionals identify and eliminate operational, financial, and transitional obstacles that prevent buyers from moving forward by teaching them how to execute an ongoing collaboration strategy.

Negotiating the Win

Sales professionals learn how to determine when an opportunity is ready to close, plan effective final negotiations, and secure business as a valuable exchange for all parties involved.