Facilitating Success, One Decision At A Time

Sharon Drew Morgen

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Use Cold Calls To Sell, Not Make Appointments

There is no reason to try to make an appointment with a cold call. Think about it.

  1. Who will take the appointment? Only those already seeking a solution, so the moment you enter you’re already in a competition.
  2. You have no idea if the person you’re speaking with offers a fair/accurate representation of the buyer’s ‘needs’.
  3. You have no idea (nor do they, probably) if all the decision makers and influencers have assembled and offered their thoughts on needs – so you have no way of knowing if there is a real match between your solution and their need.
  4. You do now know what percentage of the Buying Decision Team this person represents – if any.
  5. You have absolutely no idea – none- what the person taking the meeting will do with your data/presentation. Who will they tell? What will they say? How will they represent you? To whom? When? Will it be used to compare other competitors? To give their internal folks data to use to design their own fix? You have no idea.
  6. You are merely dumping data on a hunch that if you give the right data to the right person at the right point in their comprehensive decision/change cycle, they’ll buy. But it’s all specious. You – and possibly they – might not know the full fact pattern of their needs.

Stop trying to make appointments. Use your cold calling to actually facilitate them in assembling all the folks you need to speak with to determine if it’s time for them to make a change, and help them – yes help them – figure out if they have a workaround they can use without buying anything. Once all that is taken care of, THEN ask for a meeting. The right people will show up, they will know what they need from you, and will be ready to hear it.

I can teach you how to make these calls. [email protected]  or visit www.buyingfacilitation.com

Use Cold Calls To Sell, Not Make Appointments 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.