Facilitating Success, One Decision At A Time

Sharon Drew Morgen

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Social Listening: Are We Really Hearing Our Customers

Social ListeningCurrently we’re merely listening for what we want to hear, thereby restricting the full potential of social listening. As more than merely a tool for monitoring, text mining, analyzing, or customer experience management and intelligence, social listening can determine when and how to actively facilitate buyers, users, and followers through to the desired outcome.

There are 13 steps all buyers or followers – consumers of products as well as services, B2B as well as B2C – take before they finally choose to buy a new solution. The first 10 of these steps include hidden, change management, and buy-in issues that are essential, but not directly related to, a purchase. We’re not tracking or listening for these steps but it’s quite possible to do so: they are hidden in the unstructured data and generally missed by keyword based analytics and sentiment analysis.

With an enhanced understanding of each step along the buying decision journey, we can first apply our powerful analytical and predictive tools, and then follow up with additional facilitation vehicles to guide next steps, such as helping them assemble those whose buy-in is necessary. We wait for them to take these steps anyway: it’s possible to actively enable them.

Let’s not squander the full capability of the powerful social tools we’ve got; let’s begin listening to everything our customers have to tell us.

Let’s chat. Together we can partner with your current tools and technology and add some capability to facilitate the buying journey. sharondrew@sharondrewmorgen.com.

For more information on Buying Facilitation® and to read the original article go to www.buyingfacilitation.com . To read more about the 13 buying decision steps go to www.dirtylittlesecretsbook.com .

Social Listening: Are We Really Hearing Our Customers 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.