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Why Buyers Buy
Guest articles > Why Buyers Buy
by: Sharon Drew Morgen
I recently heard yet another excuse as to why a buyer didn’t buy. This one was a hoot – seller/buyer misalignment. Seriously? Because the seller didn’t close a sale (That was expected by the seller? In the mythical pipeline?) there was a relationship problem? Because the buyer didn’t buy (according to the expectation of the seller) there was a bonding problem? No. The problem stems from sellers not understanding what a buyer is. In this case, there was no buyer to be ‘misaligned’ with.
FROM PERSON TO BUYER
A decision not to purchase has very little to do with the seller, the solution, the relationship, or the need. In fact, a purchase is the very last thing a buyer wants. Just because a situation seems like a perfect fit with your solution does not make it a buying/selling opportunity; just because someone really needs your solution does not mean they are ready, willing, or able to buy.
Let me begin by defining ‘Buyer’: a person (or group) who has
and decides to purchase an external solution as their only option.
As the thought-leader behind how buyers buy (programs developed, books written, models invented, steps defined, terms coined, since 1985) I’d like to offer some thoughts:
By only listening for clues that lead you to assume a ‘need’ for your solution, by entering into ‘relationships’ based on what you’re selling, by only asking questions to ‘prove’ a need/solution match (too often with only one or two members of the full Buying Decision Team [BDT]), you’re not only biasing the interaction, but limiting your sales to closing those who have gotten to the point when they're ready, willing, able to change – the low hanging fruit; you’re missing the opportunity to enter earlier, develop a real relationship, and facilitate the path that people who CAN buy must take before they are buyers. The sales model does not facilitate systemic change issues; buyers can’t buy unless this occurs and sellers aren’t helping them, merely waiting for them to show up rather than doing the real job of relationship managers and facilitating through their necessary change issues.
HOW SALES RESTRICTS POSSIBILITY
Because we’ve restricted selling to placing solutions, people with problems we could resolve slowly figure out their own path to change while we sit and wait for those who have completed their process to show up. Prospective buyers, facing confusing choices, would be happy to have help navigating through their Pre-Sales systemic decision/change process and adding a true facilitator onto their BDT.
Right now, you’re seeking out those people you’ve determined SHOULD buy (and getting ignored, misaligned, dropped, etc.) and ignoring ways to facilitate those who CAN buy but haven’t yet become buyers. If you enter with a Change Facilitation focus, it’s possible to find those who CAN buy on the first call, and use your relationship and knowledge to facilitate them through the steps of the change management process first, and THEN be there as they determine the need for your solution.
By adding a Change Facilitation processes to your upfront tools (seller-, marketing-, or software-led) you can enter at any step along the Buying Decision Path and be part of the BDT to help them get their ducks in a row. Then you’ve gotten ahead of the competition, reduce your sales cycle by half, only connect with those who WILL buy, close a helluva lot more sales (my clients close 5x more than the control groups using the same lists), and truly serve the people who need you.
I’ve developed a model (Buying Facilitation®) that uses wholly unique skills (Listening for Systems, Facilitative Questions, etc.) to facilitate the discovery of a congruent route to Excellence. A generic model used for coaching, management, leadership, healthcare, I’ve been quite successful teaching it to global corporations ( i.e. IBM, Kaiser, Wachovia, KPMG, etc.) to increase their sales. Currently you’re now wasting 95% of your time running after those few who have finally arrived at step 10 - the low hanging fruit – ignoring the much larger pool of those who are on route, and fighting for a competitive advantage.
By adding new functionality to your sales model, you can enter earlier, be a Servant Leader, and facilitate congruent change and THEN be on board and accepted as a provider as they go through their buying decision process. It’s NOT sales; it’s NOT selling/purchase-based; it IS change-based. Right now you’re waiting while buyers do it anyway (or merely running after those you THINK have a need but end up fixing the problem in other ways). Why not add a skill set, stop wasting time/effort, and close more. Then you’ll never be ‘misaligned.’
Sharon Drew Morgen is the visionary behind Buying Facilitation® - a change management model that includes learning how to Listen for Systems, formulating Facilitative Questions, and understanding the steps of systemic change. For those of you wishing to learn more, take a look at the program syllabus. Please visit www.dirtylittlesecrets.com and read the two free chapters. Consider reading it with the companion ebook Buying Facilitation®
Sharon Drew is the author of the NYTimes Business Bestseller Selling With Integrity, as well as 6 other books on helping buyers buy. She is also the author of the Amazon bestseller What? Did you really say what I think I heard? Sharon Drew keynotes, trains and coaches sales teams to help them unlock situations that are stalled, and teaches teams how to present and prospect by facilitating the complete buying decision process. She delivers keynotes at annual sales conferences globally. Sharon Drew can be reached at firstname.lastname@example.org 512 771 1117
Contributor: Sharon Drew Morgen
Published here on: 20-Aug-17
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