Facilitating Success, One Decision At A Time

Sharon Drew Morgen

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The Last Thing Buyers Need is your Solution

choosing-300x274Let’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 buyers have a ‘cog’ problem, the cost of fixing it might take a toll on the trip, the cart, the drivers, or the other wheels. To make a change of any kind they must traverse a 13 step process (go to www.dirtylittlesecretsbook.com for the steps of the buy path) to figure out the cost to the system of people, policies, and relationships: a purchase is their last resort.  And instead of waiting while they do it, we can facilitate them – but not with the sales model.

You have a choice: you can follow buyers around until they decide they need your solution – about 90% of them won’t – or facilitate their decision path. I developed a change facilitation model called Buying Facilitation® that works with sales to help buyers navigate all steps of their unique buy path.

Buying Facilitation® teaches buyers to assemble all who will address the change on the first call, and to decide if they will fix the cog or buy a new one – your solution – on the second call. You’ll know who is a buyer, who isn’t, and either teach them how to work with you toward a solution or walk away with minimum time wastage.

Call me. I can help you facilitate the buy path of any B2B client, regardless of your solution, and with sales, marketing, and social. You’ll save over 80% of your time wastage, close 4x more, and be differentiated. Unless you like sitting by the site of the road waiting for your clients to decide how they’re going to get their wheel to work. sharondrew@sharondrewmorgen.com or 512 457 0246. Visit www.buyingfacilitation.com to learn about Buying Facilitation®.

The Last Thing Buyers Need is your Solution 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.