How we change what others think, feel, believe and do
Using Follow Up Effectively
Guest articles > Using Follow Up Effectively
by: Sharon Drew Morgen
Do you attempt to follow up with prospective buyers because they havenâ€™t contacted you when you thought they should? Do you know what is stopping them from contacting you? Or where they are along their decision path â€“ their steps from idea to consensus, from change to choice, that buyers must address â€“ while we sit and wait, hoping theyâ€™ll close?
With a focus on understanding need and placing solutions, you may have no idea what stage they are at: did you originally connect when they were first considering possibly fixing something? Or when they were comparing your solution to an internal workaround or their favorite vendor? Were they just seeking information to share at a planning session? I bet you donâ€™t have all the data on this.
BUYERS DONâ€™T WANT US EVEN WHEN THEY NEED OUR SOLUTION
We tend to think buyers need our solution, but thatâ€™s only a part of the issue. They donâ€™t really want to buy anything, merely to solve a problem. And they always start out by trying to find a way to fix the problem themselves (When we think they are stalling, this is whatâ€™s going on that we donâ€™t see.); itâ€™s only when they realize that a workaround isnâ€™t sufficient, or their internal folks canâ€™t resolve the problem, or their regular vendors arenâ€™t around, or or orâ€¦ are they willing to buy.
But they have work to do before they are ready â€“ and cannot not buy, regardless of how great a fit your solution is with their need, until these steps are completed (and all sizes/types of solutions require some form of these):
Price is not the issue. Competition with other providers is not the problem. The problem is how they will manage the internal change your solution incurs (separate from the benefits of your solution). Read my article on the complete list of steps buyers must take before they can buy.
If you want to facilitate their decision making, and your prospect is aware they need your solution and they seem to be stalling, call with these questions:
Iâ€™ve developed Buying FacilitationÂ® to use in conjunction with the sales model to give you the tools to help buyers manage the necessary steps to be ready to buy your solution. Use your follow up contact to help them figure out how to resolve any of these issues that might cause them to be stuck. Your solution is perfect for them; they just need help getting their ducks in a row so they can give you the order.
Sharon Drew Morgen is the author of 9 books, including NYTimes Business Bestseller Selling with Integrity, and What? Did You Really Say What I Think I Heard? She has developed facilitation material for sales/change management, coaching, and listening. To learn more about her sales, decision making, and change management material, (www.dirtylittlesecretsbook.com) go to www.sharondrewmorgen.com. To learn more about her work on closing the gap between what’s said and what’s heard, go to www.didihearyou.com. Contact Sharon Drew for training, keynotes, or online programs at firstname.lastname@example.org. Sharon Drew is currently designing programs for coaches to Find and Keep the Ideal Client, and Lead Facilitation for Lead Generation.
Contributor: Sharon Drew Morgen
Published here on: 26-Jun-16
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