Facilitating Success, One Decision At A Time

Sharon Drew Morgen

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Why Buyers Aren’t Buying

prospectingYou offer information well before prospects know what to do with it.
You offer information well before prospects have assembled their complete buying decision team and have heard all voices to define need.

You offer information well before prospects have attempted to decide between a work-around, their current vendor, or the best type of solution possible.

You attempt to make an appointment before the full Buying Decision Team has been assembled and you have no idea where they are along their decision path.

You are not offering to facilitate their decision journey and manage the change, but merely do what all others do and offer information – the last thing they need.

You wait for the low hanging fruit because you continue to base your success on waiting until a need is established, defined, and planned for rather than facilitate their journey.

You assume because you offer good information that buyers are supposed to, um, buy – when they don’t even know what parts of the information are relevant.

You forget that the last thing buyers do is choose a solution.

You forget that buyers merely want to resolve a problem, not buy your solution.

You forget that until everyone who will touch the final solution is on board, until any change issues are addressed, until every voice is heard to fully define the need, until workarounds are trialed or considered, buyers cannot buy – regardless of need or the efficacy of your solution.

There is nothing you can do that is sales related – not attempt intimacy, or get in for an appointment, or make a terrific pitch, or create a terrific presentation – that will facilitate the complete buy path as it is change related, not solution placement related. It’s unique, idiosyncratic, personal, and closed to outsiders. But I can teach you Buying Facilitation® that works with just those issues so you can serve all of the buyer’s needs. You can start by reading Dirty Little Secrets – www.dirtylittlesecretsbook.com  or contact [email protected]

Why Buyers Aren’t 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.