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The Steps to Buying: remembering the human element
Guest articles > The Steps to Buying: remembering the human element
by: Sharon Drew Morgen
There are two distinct categories involving buying decisions:
We are all very familiar with the latter: that’s what sales handles so well. But sales does not handle #1 at all:
To give you some understanding of the order of the steps buyers go through to make the above decisions, think about a time when you decide to purchase a new car, or a new house (or a new something). The very first thing you did was NOT seek out a solution or a vendor. Let’s walk you through the process.
And this is where sales takes over. Not before.
OUR CURRENT STEPS MISS THE IMPORTANT DECISION FACTORS
Here is what is happening now — and you’ll see why it doesn’t work. Let’s again assume you’re buying a new car, and let’s assume a car sale is similar to other sales calls (a bit of poetic license, please):
See the problem? We wouldn’t buy the way we sell – why do we think our prospects will? Why do we forget the basic facts about people? Why do we treat a problem/need as if it were an isolated event? Why haven’t we adopted new skills to help buyers manage their off-line, private, personal decisions, in the way we would need to for ourselves?
Why do we forget that just as we discuss decisions with family, our buyers discuss decisions with colleagues, and weigh several types of considerations (internal stability, balance of internal political/relationship/timing factors, maintenance of status quo) before they can even consider a new solution?
We forget that if they had found their situation terribly problematic they would have changed already. We forget that choosing our solution – like choosing the car to purchase – is the last thing that goes on in a buyer’s mind. We forget that sales doesn’t offer a different set of skills to help with the different set of decisions.
Think about it. How will you know when it’s time to add Buying Facilitation? to your current skill set, and help buyers manage their behind-the-scenes decision issues before you sell? How will you know that learning an entirely new skill would sit comfortably with your current skill set and enhance your success?
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: 11-Jul-10