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)
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)
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
Every need requires a different type of speaker, and one speaker –
regardless of reputation or success of their book sales – doesn’t fit
How can you make sure that the need... (more)
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)
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)