Facilitating Success, One Decision At A Time

Sharon Drew Morgen

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Why Aren’t Buyers With Needs Buying?

disconnectDo you know why so many prospects that need your solution don’t buy?  If ‘need’ were the only buying criteria, you’d be closing a lot more.

First of all, buyers don’t want to purchase a solution – they merely want to resolve a business problem. The last thing they consider is purchasing an external fix and will do all they can to avoid the money, time, resource expenditure.

Next, regardless of the type of solution or cost, buyers have an idiosyncratic, private, and confusing process of decision making that includes assembling the right folks for buy-in/consensus, considering all potential options, and discerning the change they face when adopting something new. Obviously they must first try to fix their problem with their regular vendors or discover a simple workaround. And they must hear from all who will touch the ultimate solution to ensure they understand the full complement of needs or potential fallout of any change.

Unfortunately, some folks in your pipeline either contacted you as part of their discovery process, or were very interested but couldn’t get the requisite buy-in. Rarely is a failure to buy because of your solution or their need. Your problem is that because the sales model focuses on ‘need’ rather than first facilitating choice or consensus, you naturally assume that those with an apparent need are buyers.

I developed Buying Facilitation® as an add-on to the sales model, to begin the selling/buying process by facilitating the change, choice, assembly, and discovery buyers must go through.  Using Buying Facilitation® you and your prospect will quickly discover how to assemble the right folks for buy-in and if the change your solution brings is viable – and only then engage with those who CAN/WILL buy, not just those who need you. You will increase the number of real prospects, and decrease the number who won’t buy.

Sales puts the cart before the horse and sells into need rather than first facilitating the change. Do you want to sell? Or have someone buy? I’ll help you add Buying Facilitation® to your sales, marketing, and social efforts. [email protected] orwww.buyingfacilitation.com

Why Aren’t Buyers With Needs Buying? is a post from: SharonDrewMorgen.com

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Sharon Drew Morgen is the visionary and thought leader behind Buying Facilitation® the new sales paradigm that focuses on helping buyers manage their buying decision. She is the author of the NYTimes Business Bestseller Selling with Integrity as well as 5 other books and hundreds of articles that explain different aspects of the decision facilitation model that teaches buyers how to buy.

Morgen dramatically shifts the buying decision tools from solution-focused to decision-support. Sales very competently manages the solution placement end of the decision, yet buyers have been left on their own while sellers are left waiting for a response, and hoping they can close. But no longer: Morgen actually gives sellers the tools to lead buyers through all of their internal, idiosyncratic decisions.

Morgen teaches Buying Facilitation® to global corporations, and she licenses the material with training companies seeking to add new skills to what they are already offering their clients. She has a new book coming out October 15, 2009 called Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it which defines what is happening within buyer’s cultures (systems) and explains how they make the decisions they make.

Morgen has focused on the servant-leader/decision facilitation aspect of sales since her first book came out in 1992, called Sales On The Line.
In all of her books, she unmasks the behind-the-scenes decisions that need to go on before buyers choose a solution, and gives sellers the tools to aid them.

In addition, Morgen changes the success rate of sales from the accepted 10% to 40%: the time it takes buyers to come up with their own answers is the length of the sales cycle, and her books – especially Dirty Little Secrets – teaches sellers how to guide the buyers through to all of their decisions, thereby shifting the sales cycle from a failed model that only manages half of the buying cycle, to a very competent Professional skill set.

Morgen lives in Austin TX, where she dances and works with children’s fund raising projects in her spare time.