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Facilitating Success, One Decision At A Time

Sharon Drew Morgen

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Top Stories by Sharon Drew Morgen

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)

A Purchase Is Not An Isolated Event

Why does the sales model merely focus on placing solutions when it’s last step buyers take during the buying decision process? Would you ever jump up out of bed and say, “Geesh! I think I’ll just go out and buy a new car today! Maybe I’ll go to that dealership around the corner and see if there’s a pretty one!” Would you ever come into work and announce: “Guess what! I had an inspiration last night and bought all 1500 of us new CRM software from an ad I saw! They’re installing it next week! Hope you tech guys and users like it!” If you were going to buy a new car, you’d get agreemen... (more)

What to expect from a keynote speaker

Like every group who brings in a keynote speaker, your needs are unique. You want someone to motivate your successful team to be even more successful; you want new ideas to excite the imagination of a newly formed team; you want a subject matter expert to incite and inspire a group moving on to new initiatives; you have limited funds and seek a lower-priced speaker who has a good reputation. Every need requires a different type of speaker, and one speaker – regardless of reputation or success of their book sales – doesn’t fit every situation. How can you make sure that the need... (more)

The Last Thing Buyers Need is your Solution

Let’s liken a buyer’s need to a cog in a wheel that moves a cart. If one cog breaks the other cogs create a workaround so the cart gets where it’s going. The cart would prefer not to replace the cog because of the complexity, fall out, and duration of the change: can the old cog be fixed? Will the other wheels pick up the slack? If we need a new wheel, must it match the other wheels – and when could we make the switch to not undermine the trip? Is the cost of a new cog higher than just adapting the other wheels? Will the drivers know how to drive with a new wheel? When our buyer... (more)

An Intelligent Contact Sheet

The field of marketing automation would like to get the right data, at the right time, to prospects who sign up on contact sheets. But with the  available technology, it’s not possible: the wrong data are being gathered and scored, the wrong content is being sent out and collected, the technology is not set up to determine or support each stage of the off-line buying decision path, and there is no capability to lead the buyer sequentially (with unique content at each step) through their internal change management/decision issues. The problem is they are working from a sales mode... (more)