Solve. Don’t Sell.

Originally published as an issue of the ResonanceX Newsletter on LinkedIn (December 2023).

Sales.

Many people are scared of that small, five-letter word.

Some of us are:

• Afraid to sell

• Fear asking for the sale

• Annoyed when we are being sold to

• Working through our own money issues

And the list goes on.

So let’s go deeper.

What if you didn’t actually sell?

What if you simply solved?

A Story About Solving (Not Selling)

In 2007, I had an opportunity to solve a serious challenge for a university in Southern California.

They had a mandate to reduce their carbon footprint by 25%.

That’s massive.

At the time, their carbon footprint was largely driven by energy consumption—specifically HVAC and lighting. Anyone who has ever looked at an electric bill knows this truth.

The bulk of energy spend lives there.

LED solutions existed, but my team and I were early.
Like five years early.

Early to what?
Commercial LED lighting.

But here’s the thing—we weren’t trying to sell lights.

We were trying to solve a problem.

The “Sale” Became the Solution

We asked a simple question:

What if we could save you 50% on your lighting bill?
What about 75%?

Would that be interesting?

The answer was an immediate yes.

We were given a building to start installation and testing.

We started.
We failed.
A lot.

Actually… we caught the building on fire.

But before that, we had already proven 80% energy savings.

So we worked through the challenges and delivered a real solution.

Within six months, the results were undeniable:

• Quality light

• Massive savings

• Reduced maintenance

We solved the problem—so we didn’t have to sell.

That university became our first client.

Proof Beats Pitching

The second client?

A massive public company with millions of square feet around the world.

I cold-called the facilities manager.

He laughed and told me the technology didn’t exist.
Then he hung up on me.

I called him back.

I asked for 15 minutes in the parking lot to prove what I had.

Still laughing, he agreed.

I drove an hour.
Called him from the visitor lot.

He came outside… still laughing.

I plugged a light into an inverter in my car.

His face got serious—fast.

Fifteen minutes later, I was standing on a conference table retrofitting the room, surrounded by skeptical engineers who couldn’t believe what they were seeing.

The following week, I retrofitted four offices—each with a different color spectrum.

Within 30 days, we received a blanket purchase order.

One location to start.
Four million square feet.

Solve. Don’t Sell.

Why “Solve, Don’t Sell” Works

In a world inundated with ads and sales pitches, the most effective way to engage people is to stop selling altogether.

Instead, focus on understanding and solving real problems.

Building Trust Through Understanding

When you genuinely seek to understand your audience’s pain points, you build trust.

You stop positioning your product as a one-size-fits-all solution and start listening.

That shift changes everything.

Trust grows when people feel seen, heard, and understood—not persuaded.

Shifting From Sales to Solutions

Traditional sales tactics push.

Problem-solving pulls.

Instead of convincing someone they need something, you offer clarity around challenges they may not have fully articulated yet.

That subtle shift creates openness, curiosity, and alignment.

Creating Lasting Impressions

People remember who helped them—not who pitched them.

When you solve a real problem:

• You create a memorable experience

• You earn referrals

• You build long-term relationships

Your brand becomes associated with solutions, not noise.

Implementing “Solve, Don’t Sell”

Conduct Customer Research

To solve problems, you must understand them.

Show up where your audience already is.
Ask questions.
Listen deeply.

Surveys, conversations, interviews, and observation all matter.

Personalize Communication

Use the language your audience uses.

Speak to real challenges.
Share real examples.
Show up authentically.

It matters more than you think.

Provide Value-Driven Content

Extend problem-solving beyond conversations.

Create content that:

• Educates

• Clarifies

• Serves

Authority is built by showing up with value—consistently.

Action Steps

Implement a Customer Feedback Loop

Create a system to collect and review feedback regularly. Use it to refine your understanding of what truly matters to your audience.

Train Your Team in Empathy

Empathy isn’t soft. It’s strategic. Teach teams to listen, understand, and respond with care.

Audit Your Content for Value

Ask honestly:
Is this promotional—or is it helpful?

Adjust accordingly.

Bonus Exercise

• Make a list of the challenges your ideal client faces

• Make a list of challenges you can help solve

• Create one solution to one problem

• Offer it

This will take iteration.
This will take time.

And it will help you build a better business—one rooted in service, trust, and real impact.

ResonanceX is the writing and podcast ecosystem by Raymond Sjolseth, exploring alignment, capital, and intentional building.