---
title: The 'Solution Selling' Approach
description: Because myFlex is not a traditional benefit plan, it requires a non-traditional approach to selling.
---

<https://blog.equitable.ca/playbook>

# [The 'Solution Selling' Approach](https://blog.equitable.ca/playbook/the-solution-selling-approach)

 Written by [Emily Caister](https://blog.equitable.ca/playbook/author/emily-caister) | Jun 20, 2018 1:19:51 PM

We’ve spent a lot of time talking about what myFlex is and how it is not your traditional benefits plan. But what does that mean for you? How do you sell a product that’s so different from what you’re used to?

Because myFlex is not a traditional benefit plan, it requires a non-traditional approach to selling. Because most benefits plans available to small business have typically been one-size-fits all, the sales conversation is usually focussed on price.

But myFlex is more ideally suited to a solution-based approach to selling. This approach involves identify and isolating the client’s challenges, and then recommending a solution that specifically addresses those challenges – even if it isn’t the lowest priced option.

The key to the solution-based selling approach, is to ask targeted, thoughtful questions that will help you understand the client’s pain points or challenges.  Here’s a discussion tool we have created to help you ask the right questions.

If you can come out of the conversation with a clear understanding of the challenges your client is trying to solve, it will increase your value in their eyes. 

[View full post](https://blog.equitable.ca/playbook/the-solution-selling-approach)

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