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You think know your buyer. You don't
Guest articles > You think know your buyer. You don't
by: Sharon Drew Morgen
Sales folks are taught to have a certain amount of curiosity. But what, exactly, are you curious about?
You have been taught to be curious about needs. Do prospects need your solution? Are they in ‘pain’? The moment — the very moment — you hear that a ‘need’ matches your solution, you’re off and running. And you (wrongly) assume you have a prospect.
STOP TRYING TO SELL SO SOON
Here are some erroneous assumptions:
I’m here to tell you that all of the above are false. A buyer cannot buy (learn all of the issues involved in the decision to buy in my latest book Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it) until
Here is the hardest thing for a seller to understand and believe: the only thing you will ever know about your buyer is how their need might be served by your solution from the one or two people you’re talking to.
THE REASONS YOU’LL NEVER KNOW YOUR BUYER
Using the sales model alone (i.e. without putting Buying Facilitation® on the front end) you will never know the following:
Buyers do not want your solution. They want to resolve a business problem. Your solution is the last thing they want. I recently heard a VP of Sales Ops for a tech company tell me that they had a very long sales cycle, but there was only one buyer (the CIO) and he couldn’t figure out what took him so long.
He totally forgot that there are several departments that must buy-in to new technology; that the CIO undoubtedly delegated all or part of the solution; that the internal tech guys would fight tooth and nail before allowing yet another tech solution to come in and make a mess of what they have in place.
If he used Buying Facilitation®, he could:
You do not know how your buyer will manage any of that. You merely know what you think they need. And if that were enough, you’d be closing a helluva lot more sales.
Check out Sharon Drew Morgen's new book: Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it.
Or consider purchasing the bundle: Dirty Little Secrets plus my last book Buying Facilitation®: the new way to sell that influences and expands decisions. These books were written to be read together, as they offer the full complement of concepts to help you learn and understand Buying Facilitation® - the new skill set that gives you the ability to lead buyers through their buying decisions.
Contributor: Sharon Drew Morgen
Published here on: 20-Jan-13