Bundles vs. Solutions

In response to my earlier blog about agents as “paper pushers,” XO’s Tom Gorey offered an insightful (I think) comment about the difference between bundles and solutions. He wrote: "Many in the telecom community consider something to be a ‘solution’ when more than one telecommunications service is provided. I would call that a ‘bundle.’”  In contrast, he described a solution as including “extensive professional services” or integration work.

I like Tom’s idea because it so neatly distinguishes between tiers of offerings and, more specifically, skill sets of indirect sales partners, which was the subject of my blog.

But, I fear, that terminology will not satisfy everyone. Here’s why:

• Isn’t a “solution” merely the act or process of solving a problem or even the answer to a problem itself? That’s what the dictionary says.

• Isn’t evaluating a customer’s situation and recommending an appropriate product or service widely referred to as “solution selling?” That’s what the sales gurus say.

• Isn’t “bundling” services to meet a customer’s need providing a “solution?” That’s what logic says.

But, I fear, that equation will not satisfy everyone, logical as it is. There seems to be a continuum of functions that a “solutions provider” could take on. I would suggest they range from business-oriented on one end to technology-oriented on the other. So, for purposes of illustration, imagine a continuous line with possible tasks listed on it. Evaluating a customer’s telecom spend would be on the left (at the business end) and integrating a customer’s IP PBX and CRM system would be on the right (at the techy end).

It’s fair to say that most agents’ capabilities would fall more toward the left of center – in the business end. And, the VARs' and systems integrators' capabilities might fall more toward the right or techy end.

Which is more valuable? Whatever you offer, of course! 

Seriously, I suspect it comes down to what the customer needs, but I’d be interested to hear what you think -- as sales partners or vendors/carriers alike.