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BtoB

Winterberry Group cites rise in ‘solutions selling’

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New York—"Solutions selling," or the selling of products with the aim of solving client problems, has eclipsed the traditional product-based sales approach at b-to-b marketing services companies, according to a white paper released Monday by the Winterberry Group, a direct marketing consultancy.

With that shift in approach, team selling has increased dramatically. Fifty percent of respondents to a Winterberry survey said they employ a team selling approach exclusively in sales calls, while 28% report occasional to frequent team selling. Only 5% said they rarely employ team selling.

—Carol Krol

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