I’ve always disliked the use of the word ‘solutions’ in marketing. Not just because it’s used by companies who think they’re too grand to sell products, but because I think it has the opposite effect to that which is intended. It’s supposed to be helpful, but it can put up barriers, not take them down.
By saying: “We provide solutions”, the intention is presumably to say to prospects: “We can supply a fully working system”. And that’s great. However, the message I get from being offered a ‘solution’ is that apparently, I have a problem. And who are you to tell me that?
I’d bet that many (or most, or all) of your customers don’t need a ‘solution’ – because they don’t consider themselves to have a problem. It doesn’t matter if they just need to buy a single blue widget or want someone to build them a complete factory; they just need a supplier. They’re quite in control.