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One of IBM’s highly successful professional salesmen was profiled in Fortune magazine’s September 2008 issue. As part of that feature (IBM’s All-Star Salesman, page 110), the author (Jessi Hempel) also compared IBM’s sales forces from 1937 to the sales force of 2008. The comparisons were telling and representative of today’s professional sales forces.

Selling Solutions vs. Products

Has the sales profession changed that much over the years? And, what does it take to sell in the 21st Century? Personal and business software and computer sales was in large part responsible for bringing about solution selling instead of product selling.

Computer sales teams would determine exact needs of customers looking for computer systems and then sell the systems (including the software) that would meet the needs.

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