Posts

Sharon Drew Morgen

Control: What does it give you? What do you lose? Where is the real control?

Recently I listened while a coaching client pitched his solution precisely when he could have facilitated his prospect through the contingent issues she had to handle before she could buy anything.

SDM: Why did you pitch when you pitched?

CL: It gave me control over the conversation, and gave her the data she needed to understand why she should buy.

SDM: So what sort of control did you achieve?

CL: Now she knows how our solution will meet her needs.

SDM: Do you know if she heard you? Did your pitch convince her? How do you know she knows she needs your solution? Has she assembled the appropriate folks to begin discussing problems or change? Have they already tried a workaround that proved impractical and now must consider a purchase? Have they resolved any implementation/user issues that a new solution would cause? Have they reached consensus? Or if they’re individual buyers, have they addressed their own internal change issues?

You’re assuming a need before the buyer gets her ducks in a row: she can’t understand her needs until she’s handled her contingent change issues; she can’t hear about possible solutions – your pitch – until she knows what to listen for. Just because she fits your buyer profile doesn’t mean she’s a prospect.

A prospect is someone who will buy, not someone who should buy. You spend too much time chasing folks who fit a profile but will never buy; you can’t recognize a real buyer because you’re only listening for ‘need’ and forgetting the work they must do to prepare for, decide upon, and get consensus for, a purchase. And that stops you from finding/creating those who can buy but may have not completed their buying decision process. This prospect can’t do anything with your information – unless you got lucky, and found one of the few who have completed their groundwork at the moment you connect with them.

CL: I know what they need.

SDM: That’s not possible. She doesn’t know what she needs yet. You don’t know her buyer readiness or if she’s representing everyone else involved or where/if the team is stuck somewhere along the Buying Decision Path. You don’t live with them; only they can amalgamate all of the voices, givens, change issues, or future considerations and come up with the full fact pattern of a ‘need.’ People merely want to resolve a problem, not make a purchase. Buying anything is the very last thing they’ll do, regardless of the need or the efficacy of your solution.

CL: But our solution is a perfect match for her needs.

SDM: Having needs is different from being ready, willing, or able to buy. She’s got a lot of work to do before she’s ready. Instead of first focusing on selling, start as an unbiased coach. Facilitate her route through consensus and change so you’re there at the right time with real prospects and never waste time on those who can’t buy. You could even speed up the decision path and enable/facilitate those who would have bought later.

CL: I have no idea where she is along her Decision Path. Isn’t that just price, vendor or solution type?

SDM: Buying is the last thing she’ll do. She must first assemble everyone to design a solution that fits everyone’s needs and avoids major disruption. Folks would much rather maintain their status quo if the price of change is too high – and you can make it easy for her to manage her change so she’s ready to buy if possible. If it’s not possible for her to get consensus, you’ll know in about 10 minutes she’s not a buyer, so long as you stay away from discussing your solution. She has to do this stuff anyway.

Giving her data too early doesn’t help: no matter how good or relevant your data is it’s useless until they’ve carefully determined they can’t fix their problem without some outside help. This is the length of the sales cycle. Be involved early as a Buying Facilitator and have real control. Or keep closing the same 5% that show up as the low hanging fruit.

What Control Do You Have?

As sellers or influencers, here’s what we’ve got control over: pitch, solution data, content, questions, listening biases, assumptions. Focusing on understanding and biasing material toward Marketing Mary’s ‘needs’ is specious: we’re outsiders and can never understand the unique composition of anyone else’s culture that has created, and maintains, the ‘need’ and would have to change to bring in something new.

Here’s what we can’t control: The prospect’s internal ill-defined decision-making process; the assembly of the people, problems, vendor issues, interdepartmental politics, relationships, balance sheets, corporate/team rules; their history; what criteria a solution must meet; consensus and change issues. Until buyers make sense of this they can’t responsibly buy. Even individuals of small items go through this process in a simple way.

No matter how good our content, presentation, pitch, or marketing is, it will only be heard by those ready for it and then you’re playing a numbers game. By trying to control the elements YOU think should be involved, or offering information/content where YOU believe it’s needed, you’re restricting successful outcomes to your bias of what you want to achieve, and will sell to only those who match your restricted criteria.

You can only have an outsider’s superficial understanding. Folks who need your solution but haven’t completed their change work will be turned off, not hear you, not understand how you can help, regardless of whether they need you or not. Even offering a price reduction will only attract those who have done their Pre-Sales change work first. The cost of change is higher than your price reduction.

You have no control over others; mentioning your solution details doesn’t give you control over the Buying Decision Path.

You can, however, have real control by facilitating prospects down their Decision Path to design their own change process that includes you as the natural provider – or eliminate them quickly if it becomes obvious they can’t ever buy. You can either wait for those who’ve completed their Decision Path to show up, call/chase enough people to find those who are ready, or become a Facilitator and help the real buyers through their path quickly and shorten the sales cycle.

They must do this with you or without you. Use your need for control to facilitate them in discovering their own best solution, not manipulate them into using yours. Where they are the same, you’ll make an easy sale.


About the Author

Sharon Drew MorgenSharon Drew Morgen is a visionary, original thinker, and thought leader in change management and decision facilitation. She works as a coach, trainer, speaker, and consultant, and has authored 9 books including the New York Times Business Bestseller Selling with Integrity. Morgen developed the Buying Facilitation® method (www.sharondrewmorgen.com) in 1985 to facilitate change decisions, notably to help buyers buy and help leaders and coaches affect permanent change. Her newest book What? www.didihearyou.com explains how to close the gap between what’s said and what’s heard. She can be reached at [email protected]

StrategyDriven Podcast Episode 35 – Making Change Work: If Decisions Are Always Rational, Why Are Changees Resisting?

StrategyDriven Podcasts focus on the tools and techniques executives and managers can use to improve their organization’s alignment and accountability to ultimately achieve superior results. These podcasts elaborate on the best practice and warning flag articles on the StrategyDriven website.

Episode 35 – Making Change Work: If Decisions Are Always Rational, Why Are Changees Resisting? explores the rationality of decisions and their impact on change management. During our discussion, Sharon Drew Morgen, the New York Times bestselling author of Dirty Little Secrets, shares with us her insights and illustrative examples regarding:

  • why decisions are always rational
  • what causes resistance to logical change
  • what benefits can be gained from resistance
  • how resistance can be avoided when making a change

Additional Information

In addition to the outstanding insights Sharon Drew shares in Dirty Little Secrets and this edition of the StrategyDriven Podcast are the resources accessible from her websites, www.NewSalesParadigm.com and www.BuyingFacilitation.com.   Sharon Drew’s book, Dirty Little Secrets, can be purchased by clicking here.

Making Change Work!
This podcast is the fourth in a series that teaches leaders how to make change work. Coming editions of the Making Change Work series will explore the steps to gaining the buy-in and committed effort needed to implement change successfully. We’ll cover topics including:

  • Why is buy-in necessary and how to achieve it?
  • Putting it all together, a radical approach to change management: real leadership

Final Request…

The strength of our community grows with the additional insights brought by our expanding member base. Please consider rating us on iTunes by clicking here. Rating the StrategyDriven Podcast and providing your comments online improves our ranking and helps us attract new listeners which, in turn, helps us grow our community.

Thank you again for listening to the StrategyDriven Podcast!


About the Author

Sharon Drew Morgen is a New York Times bestselling author and developer of a change management model based on buy-in that she’s written about in her latest book Dirty Little Secrets. She is the visionary thought leader behind Buying Facilitation®, a decision facilitation model that focuses on helping buyers and those who would be impacted by the accompanying change manage their internal, unconscious, and behind-the-scenes issues that must be addressed before they purchase anything or buy-in to the requested change. She has served many well known companies including: KPMG, Unisys, IBM, Wachovia, and Bose. To read Sharon Drew’s complete biography, click here.

StrategyDriven Podcast Episode 34 – Making Change Work: The Problems of Change Management: Bias, Resistance, and Push

StrategyDriven Podcasts focus on the tools and techniques executives and managers can use to improve their organization’s alignment and accountability to ultimately achieve superior results. These podcasts elaborate on the best practice and warning flag articles on the StrategyDriven website.

Episode 34 – Making Change Work: The Problems of Change Management: Bias, Resistance, and Push explores the problems associated with change management, namely, that of bias, resistance, and push. During our discussion, Sharon Drew Morgen, the New York Times bestselling author of Dirty Little Secrets, shares with us her insights and illustrative examples regarding:

  • how contemporary change management models handle resistance
  • why with thousands of years of amassed leadership experience change management isn’t easier
  • what leaders should be doing differently to avoid resistance to change
  • what part personal bias plays in change management and how to overcome these biases

Additional Information

In addition to the outstanding insights Sharon Drew shares in Dirty Little Secrets and this edition of the StrategyDriven Podcast are the resources accessible from her websites, www.NewSalesParadigm.com and www.BuyingFacilitation.com.   Sharon Drew’s book, Dirty Little Secrets, can be purchased by clicking here.

Making Change Work!
This podcast is the third in a series that teaches leaders how to make change work. Coming editions of the Making Change Work series will explore the steps to gaining the buy-in and committed effort needed to implement change successfully. We’ll cover topics including:

  • If decisions are always rational, why are changees resisting?
  • Why is buy-in necessary and how to achieve it?
  • Putting it all together, a radical approach to change management: real leadership

Final Request…

The strength of our community grows with the additional insights brought by our expanding member base. Please consider rating us on iTunes by clicking here. Rating the StrategyDriven Podcast and providing your comments online improves our ranking and helps us attract new listeners which, in turn, helps us grow our community.

Thank you again for listening to the StrategyDriven Podcast!


About the Author

Sharon Drew Morgen is a New York Times bestselling author and developer of a change management model based on buy-in that she’s written about in her latest book Dirty Little Secrets. She is the visionary thought leader behind Buying Facilitation®, a decision facilitation model that focuses on helping buyers and those who would be impacted by the accompanying change manage their internal, unconscious, and behind-the-scenes issues that must be addressed before they purchase anything or buy-in to the requested change. She has served many well known companies including: KPMG, Unisys, IBM, Wachovia, and Bose. To read Sharon Drew’s complete biography, click here.

StrategyDriven Podcast Episode 33 – Making Change Work: What are Systems and How Do They Influence Change?

StrategyDriven Podcasts focus on the tools and techniques executives and managers can use to improve their organization’s alignment and accountability to ultimately achieve superior results. These podcasts elaborate on the best practice and warning flag articles on the StrategyDriven website.

Episode 33 – Making Change Work: What are systems and how to they influence change? explores what systems are and their importance to effectively managing any change. During our discussion, Sharon Drew Morgen, the New York Times bestselling author of Dirty Little Secrets, shares with us her insights and illustrative examples regarding:

  • what systems are and their role in the change management process
  • why ignoring systems makes change harder than it needs to be
  • the types of systems leaders can expect to deal with when making a change
  • how systems go through the decision-making process to determine whether to except or reject a particular change

Additional Information

In addition to the invaluable insights Sharon Drew shares in Dirty Little Secrets and this edition of the StrategyDriven Podcast are the resources accessible from her websites, www.NewSalesParadigm.com and www.BuyingFacilitation.com.   Sharon Drew’s book, Dirty Little Secrets, can be purchased by clicking here.

Making Change Work!
This podcast is the second in a series that teaches leaders how to make change work. Coming editions of the Making Change Work series will explore the steps to gaining the buy-in and committed effort needed to implement change successfully. We’ll cover topics including:

  • The Problems of Change Management: bias and push
  • If decisions are always rational, why are changees resisting?
  • Why is buy-in necessary and how to achieve it?
  • Putting it all together, a radical approach to change management: real leadership

Final Request…

The strength of our community grows with the additional insights brought by our expanding member base. Please consider rating us on iTunes by clicking here. Rating the StrategyDriven Podcast and providing your comments online improves our ranking and helps us attract new listeners which, in turn, helps us grow our community.

Thank you again for listening to the StrategyDriven Podcast!


About the Author

Sharon Drew Morgen is a New York Times bestselling author and developer of a change management model based on buy-in that she’s written about in her latest book Dirty Little Secrets. She is the visionary thought leader behind Buying Facilitation®, a decision facilitation model that focuses on helping buyers and those who would be impacted by the accompanying change manage their internal, unconscious, and behind-the-scenes issues that must be addressed before they purchase anything or buy-in to the requested change. She has served many well known companies including: KPMG, Unisys, IBM, Wachovia, and Bose. To read Sharon Drew’s complete biography, click here.

Do you understand your buyer’s buying journey well-enough to influence it?

Are your buyers buying differently now – and you have not changed the way you sell?

On September 20-22, the developer of the decision facilitation model Buying Facilitation® will be running a rare public training program in Boston to teach you how to help buyers buy.

Sharon Drew Morgen, author of the NYTimes Business Bestseller Selling with Integrity and Dirty Little Secrets: Why buyers can’t buy and sellers can’t sell and what you can do about it, will be running her learning facilitation program for 18 participants.

Buyers are buying differently these days, and sales people need additional skills to offer real value add over the solution focus of the internet. Buying Facilitation® is the missing piece in the sales process: it helps buyers manage their behind-the-scenes issues that have become more complex than ever before, and gives sellers the ability to get inside with them.

Dirty Little Secrets is Sharon Drew’s latest ground-breaking book on systems, change, and decision making. It introduces Buying Facilitation®, teaching readers how change happens and the action decisions take place. Whether you are a sales exec, or a change consultant, this material is state-of-the art decision making material that will help sales close quickly (regardless of the industry or solution), and give sellers and change agents the tools to become servant leaders.

Register Today: take the program that is only rarely available in a public program setting. Join an exclusive group and get privately trained by the developer of Buying Facilitation®.

Sales only manages the needs assessment and solution placement end of the buying decision. But buyers have work to do before they can make a purchase: they must handle the political, rules/relationship issues that go on behind-the-scenes to get buy-in. And selling – even with the best technology and data – doesn’t go behind-the-scenes.

Buying Facilitation® is based on systems thinking and how change happens. It details, and helps influence, the buying/buy-in decision journey.

This is a rare opportunity to study directly with Sharon Drew. This program is for sales folks, change agents, and consultants.

Join Sharon Drew for 3 days on Monday – Wednesday, September 20-22, to discover:

  • how change happens – within the buyer’s environment;
  • how decisions get made – to buy, to implement a change;
  • how to formulate Facilitative Questions, use decision sequences for decision making, and help internal systems buy-in to a purchase quickly;
  • how to prospect, close, avoid objections and become part of the Buying Decision Team on the first call.

To register, http://www.newsalesparadigm.com/3day_bft.php
Syllabus: http://www.newsalesparadigm.com/ebooks/bft_3days.pdf

To contact Sharon Drew Morgen with questions about the program or the outcomes, contact: [email protected]


About Sharon Drew Morgen

Sharon Drew Morgen is the visionary behind Buying Facilitation®, the change management model that navigates through the decision making process. She’s written 7 books and over 1000 articles on this material. Her clients consistently achieve a 400-600% increase in revenue. Learn more about Sharon Drew Morgen and Buying Facilitation® at: www.sharondrewmorgen.com.