Hi Mr. Customer, here is my Product, here are the Features, this is how it Functions, and here are the Benefits. Infomercials still use this concept to market their product. After a few minutes of communicating the features, functions, and benefits, they hope that the information presented will motivate you to call and order.

Solution selling is about matching the needs of a customer to a particular product. Through a series of questions, my objective was to find out what kept my clients up at night, what areas of the business were causing headaches. Once you are able to pinpoint areas of displeasure, it will be much easier to then present a product which provides a true solution to an area of need.

You're Either in Sales or Sales Support: Marketing is there to make Sales Successful!

You don’t ask what’s keeping your customer up at night, you tell them what is keeping them up at night.
The Goal should be to Build Trust by Giving them Something that will Help Them, Something that they want to Learn More About. 
Content Should be Relevant to Help the Client.

Customers are so well informed because of the amount of data they have access to; they already know what keeps them up at all night: they’ve completed all the research, seen all the spec sheets, already know what they want.

More educated buyers have different expectations:
- How is the product made?
- How will the product impact the consumer?
- More of Value-Based Consumption

Historically, Most Brands did not Know, nor did they care what people were thinking.
Then, A Competition Began, Who Could Tell the Best Story?

Transparency has Become One of the Most Important Components of Successful Businesses.  
Consumers want to know what your Company is Doing, How Your Company is Making the Product.

Therefore, it is Key to be Interesting to the Buyer, Give them Something of Value that is Relevant to Them.
An example of this is explaining to your customer how your products are made and their impact on the environment.