Let's begin this discussion by expounding on the definition of a "solution". Quite simply, the word "solution" means an answer to a problem. But the English Thesaurus offers us other terms such as key, clarification, elucidation, explanation, resolution, and result. All of these definitions fit quite nicely into the constructs of business-solution selling, and therein lies the crux of the issue—"solution" can mean different things to different people. Because a solution can be applied to multiple contexts, it is a commonly used and sometimes abused word in organizations; hence, there is the need to clearly define the usage of the term.

In his book, The New Solution Selling, Keith Eades, who founded the Sales Performance International (SPI) organization, discusses the definition of solution. He describes a solution as "a mutually agreed-upon answer to a recognized problem, with a specific emphasis on the need for the problem to be acknowledged by both parties...