Solution selling is a sales approach that focuses on identifying and addressing a customer's specific needs and challenges. Instead of simply promoting a product, the salesperson engages in a dialogue to understand the customer's problems and then presents tailored solutions that demonstrate how their offerings can resolve those issues. This method emphasizes building relationships and trust with customers, as it requires a deep understanding of their business and industry. By positioning themselves as problem solvers rather than just vendors, sales professionals can create more meaningful connections and ultimately drive better sales outcomes.