Concept · Sales & Marketing Frameworks
Solution Selling
Origin: Michael Bosworth (1995)
Biological Parallel
Cleaner wrasse fish inspect larger fish for parasites, probing gills and wounds to diagnose problems the host can't see or reach. The cleaner's survival depends on identifying genuine pain points (parasites, dead tissue) rather than selling unnecessary services—hosts remember and punish cheaters. Solution selling replicates this mutualistic diagnostic: uncover hidden problems through inspection, solve what truly hurts, build reputation through repeated honest assessment.