80% of your prospects will buy a solution similar to yours within 2 years of your connection, but not from you; your relationship-building, price breaks, marketing campaigns, etc. are irrelevant until they have their ducks in a row and are ready to bring in a solution.
Indeed: the time it takes buyers to manage changes they’ll face from bringing in your solution is the length of the sales cycle. And you’re not helping them manage the change.
A purchase is the last thing a buyer needs. But since sales only addresses the solution placement portion – the last steps – of a buyer’s journey, sellers have no control over the comprehensive change management issues that precede a solution choice.
We sit and wait, and are unfortunately out of control, as buyers: decide between an external solution, a current provider, or an internal workaround; get buy-in from all relevant touch points; manage any potential disruption. And so we close only the low hanging fruit when they call to buy after they’ve completed their behind-the-scenes elements – and we’re totally at effect of their timing.
It doesn’t have to be that way. It’s possible to enter earlier and help them address the many issues that must be handled between an idea and a purchase.
I developed Buying Facilitation® to manage that problem for my own sales team. It’s a decision facilitation tool that helps buyers address all decision/pre-sales issues they must address internally to get consensus and manage change. My clients with 8 figure solutions brought 3 year sales cycles down to 4 months; smaller solutions from, say, 6 months to one month, and avoided presentations and RFPs.
Buying Facilitation® employs a novel listening system, a new form of question, and uses the decision points of change to facilitate the pre-sales/decision/non-solution-related systems issues buyers need to manage before they can even consider buying anything. Should the HR person share budget with L&D? Is the merger going to meld departments? Sales doesn’t get involved with these issues, yet these are the systems issues buyers must address that affect buying.
We can help buyers manage these issues and either make or expunge a buyer very quickly. Let me teach you a new skill set – if you want real control over your pipeline and don’t want to merely wait for the low hanging fruit.
About the Author
Sharon 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 NYTimes Business BestsellerSelling 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]
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