The buyer’s route to a purchase starts before they consider a solution.
Idea stage. Fred has an idea that something needs to change. Fred discusses
his idea with colleagues. Fred invites colleagues to meet and discuss the
problem, bring ideas from online research, consider who to include, possible
fixes, and fallout. Groups formed. Consideration stage. Group meets to
discuss findings: how to fix the problem with known resources, whether to
create a workaround using internal fixes or seek an external solution.
Discuss the type/amount of fallout from each. Organization stage. Fred
apportions responsibilities, or hands over to others. Change Management
stage. Meeting to discuss options and fallout. Determine if more research is
necessary (and who will do it), if all appropriate people are involved (and
who to include), if all elements of the problem and solution are in... (more)
I’ve heard there are 5.7 decision makers for each sale, and ‘unknown’
influencers. Yet there is no difference between ‘decision makers’ and
If you want to move and your daughter is in her last year of high school, is
she a decision maker or an influencer?
If your tech group isn’t available to implement a new program until they
finish current work, would the tech director be an influencer or a decision
If your company is going through a merger and the teams haven’t been merged
yet, would the director of the groups that needed training be influencers or
A colleague recently said he was waiting for a deal to close. How did he know
it would close? I asked. “Because someone contacted me, and we’ve had
several discussions. In our last chat we discussed price.”
SDM: What percentage of the buying decision team does your prospect
A: There are only 4 people on the team, so 25 per cent.
SDM: Any influencers?
A: I have no idea.
SDM: Where is he along his buy path? Stage 3 where one person does
preliminary research? Stage 8 where decision team members choose between an
external resource or an internal workaround? Or Stage 11 when t... (more)
Do you attempt to follow up with prospective buyers because they haven’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 – their
steps from idea to consensus, from change to choice, that buyers must address
– while we sit and wait, hoping they’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 a... (more)
You offer information well before prospects know what to do with it.
You offer information well before prospects have assembled their complete
buying decision team and have heard all voices to define need.
You offer information well before prospects have attempted to decide between
a work-around, their current vendor, or the best type of solution possible.
You attempt to make an appointment before the full Buying Decision Team has
been assembled and you have no idea where they are along their decision path.
You are not offering to facilitate their decision journey and manage the