<font size="2">Let me say something you’re not going to like: If a buyer truly needed<br />
your solution they would have either bought it already or resolved their<br />
problem already.<br />
<br />
David Sandler called the buyer’s need ‘Pain.’ But think about it:<br />
If you broke your arm, would you wait weeks/months/years to get it fixed?<br />
Of course not. So how can buyers wait to resolve their need when it’s so<br />
obvious (to us, of course) that using our solution would create a state of<br />
excellence that they are not experiencing?<br />
<br />
Because of their system. The system that has created the ‘need’ is<br />
the same system that is holding it in place. Think about any extra weight<br />
you might have, or your inability to stop smoking, or your reluctance to<br />
work out as much as you know you should, or eat healthier. You’ve been<br />
talking about managing those issues for…for how long?? SOOO why aren’t<br />
you? You have the need, right? You have the “pain,” right? What’s the<br />
deal?<br />
<br />
You will change – just like your buyer – when the system you live in<br />
(your work hours, your family issues, your identity and ego issues) is<br />
willing to be or do something different. Having a great gym near-by, having<br />
great clothes a size smaller, having a doc tell you you must shape up –<br />
none of those things are enough to get you to change (or you would have).<br />
<br />
Unfortunately, sales only manages the need/solution part of a buyer’s<br />
buying decision, and has no tool kit to help the buyer recognize and manage<br />
the off-line, behind-the-scenes issues that must be addressed before the<br />
system is willing to make a change. Is the other department ready to bring<br />
in a new X? What about the old vendor? How will the team know how to choose<br />
between resolving This problem or That?<br />
<br />
Sales doesn’t manage those issues. But decision facilitation does:<br />
Buying Facilitation® is a change management, decision facilitation model<br />
that is NOT SALES but is a model sellers can use to help buyers recognize<br />
and manage their internal issues in order to insure buy-in for change. Just<br />
like you won’t lose weight, or work out more, or eat healthier unless you<br />
have internal buy-in (we don’t make decisions to change based on good<br />
data, or someone else’s opinion), so buyers won’t buy until they know<br />
that their system will remain intact and healthy after the addition of the<br />
new solution.<br />
<br />
Buyers will buy when the team buys-in to adding something new and getting<br />
rid of the old, when it’s clear the regular vendor can’t do the fix,<br />
when the other departments know how they are going to work alongside of the<br />
new solution. Sales doesn’t handle these issues, causing us to wait<br />
forever for buyers to decide, or to lose really good prospects that seemed<br />
a good fit.<br />
<br />
Have a look at some chapters in my new book<br />
<br />
[<a target="_BLANK" href="http://newsalesparadigm.com/salepage/dirty-little-secret.php">http://newsalesparadigm.com/salepage/dirty-little-secret.php</a>] Dirty Little<br />
Secrets coming out October 15. I hope you like them. In addition, I’ll be<br />
doing a book launch for the entire week, with podcasts, radio shows, guest<br />
bloggers, etc. and wonderful freebies from good friends like<br />
[<a target="_BLANK" href="http://www.vitoselling.com/">http://www.vitoselling.com/</a>] Tony Parinello,<br />
[<a target="_BLANK" href="http://www.sellingtobigcompanies.com/">http://www.sellingtobigcompanies.com/</a>] Jill Konrath,<br />
[<a target="_BLANK" href="http://www.alenmajer.com/">http://www.alenmajer.com/</a>] Alen Majer, [<a target="_BLANK" href="http://www.annemiller.com/">http://www.annemiller.com/</a>] Anne<br />
Miller, and [<a target="_BLANK" href="http://www.speakingcircles.com/">http://www.speakingcircles.com/</a>] Lee Glickstein.<br />
<br />
How would you know that adding a new skill set would help you get the<br />
results you deserve? Stay tuned!</font><br />
