Hard Sell Vs. Selling a solution

Here's the thing about selling. Nobody wants to be sold to. What people do want are solutions.

Do you take the time to show customers to show a solution to their problem or even a fact that your product is successfully solving problems for a particular problems other customers are having? Selling a product is lot easy when a solution is attached to it. Hard selling is lot harder and you are depending on your sales skills more than the strength of your product or understanding of customer needs. People like to feel that they are in control when dealing with sales consultant and not the other way, so are you doing all it takes to understand your customer's need and selling them a solution?