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Facilitating Success, One Decision At A Time

Sharon Drew Morgen

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Top Stories by Sharon Drew Morgen

I’ve heard there are 5.7 decision makers for each sale, and ‘unknown’ influencers. Yet there is no difference between ‘decision makers’ and ‘influencers’. 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 maker? 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 decision makers? If you think some of your folks need coaching, would the coachees be influencers or decision makers? See what I mean? “Decision Maker” and “Influencer” are arbitrary delineations. Until everyone who touches the final solution buys-in, and change is managed, no buying decision w... (more)

Use Cold Calls To Sell, Not Make Appointments

There is no reason to try to make an appointment with a cold call. Think about it. Who will take the appointment? Only those already seeking a solution, so the moment you enter you’re already in a competition. You have no idea if the person you’re speaking with offers a fair/accurate representation of the buyer’s ‘needs’. You have no idea (nor do they, probably) if all the decision makers and influencers have assembled and offered their thoughts on needs – so you have no way of knowing if there is a real match between your solution and their need. You do now know what percentage... (more)

Two Cold Call Case Studies

#1 C: Hello, Sharon? Joe from Mimeo calling. How you doin’ today? [I assume he was attempting to be intimate, not knowing that anyone intimate with me would never call me ‘Sharon.’] SDM: Do you know if that’s my correct name? C: I do know. It’s your name. SDM: Really? Are you absolutely certain? C: I am. SDM: How can you be so certain? C: Wait. Aren’t you Sharon? Is Sharon there? Seriously. That call happened. Word for word. #2 E: Hi. I’m calling from Ecsell. Is this Sharon? SDM: Is this a cold call? E: No. It might be a partnership call and I might be able to hire you as a speaker. SD... (more)

Don’t Give Away Free Programs

Offering free programs to prospects is a massive waste of resource: not only are you trying to get prospects you don’t know to spend time they don’t have to do something they don’t think they need, it becomes a double sale – you must then discard ‘no-sayers’ from your list of perfectly good prospects who might have bought. You could convince me if it worked. But the prospects that show up are either merely looking for a freebie (and possibly send lower level people) or are actually trialing several solutions. It’s possible to use the phone to actually sell your solution! You do no... (more)

We Close Only The Low Hanging Fruit. Do You Know Why?

80% of your prospects will buy a solution similar to yours within 2 years of your connection, but not from you; your relationship-building, price breaks, marketing campaigns, etc. are irrelevant until they have their ducks in a row and are ready to bring in a solution. Indeed: the time it takes buyers to manage changes they’ll face from bringing in your solution is the length of the sales cycle.  And you’re not helping them manage the change. A purchase is the last thing a buyer needs. But since sales only addresses the solution placement portion – the last steps – of a buyer’s jo... (more)