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Facilitating Success, One Decision At A Time

Sharon Drew Morgen

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What’s a Buying Decision Team? And Why is it Important?

The Buying Decision TeamBuying Decision Teams are your real prospects. They 1. provide the consensus and change management that must be addressed before a purchase; 2. coordinate the details of a need to include each voice involved with a new solution. Without the whole Team assembled, we’re merely hoping we’ve got a prospect, regardless of how targeted our social or content marketing efforts.

Comprised of any number of people – friends, colleagues, family, business partners – Buying Decision Teams offer ideas, agreement, arguments, and a forum to uncover the full complement of needs.

We buy new homes and computers by asking friends (the Buying Decision Team) for recommendations; we buy new software for our company when users – technology, marketing, user groups (the Buying Decision Team) – define their critical criteria for a solution choice and agree on an implementation plan. A lone buyer, with no agreement from Buying Decision Team members, doesn’t spontaneously purchase a large CRM system and then announce: “Guess what everyone! I’ve just bought a new CRM! Reorganize your schedules for the next 18 months while we implement.”

A buying decision is not a whim. Whether you’re making a small personal purchase with one Buying Decision Team member, or a complicated purchase with several department heads, a buying decision is a change management problem; everyone who will touch the solution needs to have their voices included to define the need and address any change before buying.

In social marketing or sales, when we merely listen for ways to place our solutions, or assume our contact is the only voice of the buyer, we are missing the full extent of the power of the possible: not only are we limiting our understanding of the full scope of the need, we are missing opportunities to facilitate change and discovery and become real Relationship Managers.

Part of every sales, marketing, and social effort should include facilitating our contacts in assembling their complete Buying Decision Team – not always obvious, as they sometimes include unexpected stakeholders.

I’ve worked with Buying Decision Teams of 2 (I taught Century 21 realtors to facilitate buying decisions between couples), and 40 (I taught senior partners at KPMG to facilitate global decision makers for a $50,000,000 solution).
Contact me and we’ll figure out if facilitating the assembly of the Buying Decision Team – using content marketing, sales, or social – would enhance your business.

Contact: Sharondrew@sharondrewmorgen.com or www.buyingfacilitation.com

What’s a Buying Decision Team? And Why is it Important? is a post from: SharonDrewMorgen.com

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Sharon Drew Morgen is the visionary and thought leader behind Buying Facilitation® the new sales paradigm that focuses on helping buyers manage their buying decision. She is the author of the NYTimes Business Bestseller Selling with Integrity as well as 5 other books and hundreds of articles that explain different aspects of the decision facilitation model that teaches buyers how to buy.

Morgen dramatically shifts the buying decision tools from solution-focused to decision-support. Sales very competently manages the solution placement end of the decision, yet buyers have been left on their own while sellers are left waiting for a response, and hoping they can close. But no longer: Morgen actually gives sellers the tools to lead buyers through all of their internal, idiosyncratic decisions.

Morgen teaches Buying Facilitation® to global corporations, and she licenses the material with training companies seeking to add new skills to what they are already offering their clients. She has a new book coming out October 15, 2009 called Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it which defines what is happening within buyer’s cultures (systems) and explains how they make the decisions they make.

Morgen has focused on the servant-leader/decision facilitation aspect of sales since her first book came out in 1992, called Sales On The Line.
In all of her books, she unmasks the behind-the-scenes decisions that need to go on before buyers choose a solution, and gives sellers the tools to aid them.

In addition, Morgen changes the success rate of sales from the accepted 10% to 40%: the time it takes buyers to come up with their own answers is the length of the sales cycle, and her books – especially Dirty Little Secrets – teaches sellers how to guide the buyers through to all of their decisions, thereby shifting the sales cycle from a failed model that only manages half of the buying cycle, to a very competent Professional skill set.

Morgen lives in Austin TX, where she dances and works with children’s fund raising projects in her spare time.