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By Sharon Drew Morgen
Publisher: Morgen Publishing
Price: $18.99/trade paperback
ISBN: 978-0-9643553-9-2

“If you want to learn how decisions get made, how change happens, and how buyer’s buy – you must read this book.” --Alen Majer, author of Trigger Events

“Through real-world examples, DIRTY LITTLE SECRETS provides deep insight into buying, decision making, systems, and the change management issues every customer goes through to make a buying decision.” --Mark Dallmeir, CEO, The ROBB Group Holdings, LLC

“We have been using Buying Facilitation® for ten years and it has helped us consistently grow revenues with our clients, all the time. DIRTY LITTLE SECRETS is simply the latest in Morgen’s long line of best-of-breed business writings and should be on the desk of every CEO and the nightstand of every sales professional.” --Jack Hubbard, Chief Experience Officer, St. Meyer & Hubbard

THE “DIRTY LITTLE SECRETS” THAT PARALYZE DECISION-MAKING

New Book By Bestselling Author and Buying Facilitation® Pioneer Sharon Drew Morgen Presents Breakthrough Program For Simplifying Buying Decisions

Every day, business people face critical buying decisions – from new software to revamped website design to employee training programs. But all too often, the long lag time between recognizing the need for a new solution and actually purchasing and implementing it leads to lost sales, lost opportunities, and lost productivity. Thought leader Sharon Drew Morgen has uncovered what keeps organizations from moving forward, and in her new book, DIRTY LITTLE SECRETS: Why Buyers Can’t Buy and Sellers Can’t Sell, And What You Can Do About It!, she reveals what potential buyers need to know to expedite the process of bringing positive change to their companies.

Author of the acclaimed bestseller, Selling with Integrity, Morgen is a pioneer when it comes to understanding how buying decisions are made and how to influence them. For salespeople and buyers alike, DIRTY LITTLE SECRETS unwraps what she has uncovered about why buyers don’t buy, and offers a new model that helps buyers make good buying decisions. Morgen explains how current sales models ignore the behind-the-scenes complex of politics, rules, relationships, norms, and behaviors that shape what a buyer ultimately chooses to do. She refers to this as a “system,” and recognizing its power in the buying decision process as critical.

Systems Keep Problems in Place and Resist Change
“Systems fight to maintain the status quo,” she explains. “When problems arise, the system creates work-arounds to maintain balance.” These work-arounds then appear to be part of the system and become embedded in the operating environment. Unless these stop-gap measures are flushed out, and everyone who is connected to the underlying problem buys in to the need for a real solution, no decision for change can be reached.

Using Facilitative Questions to Gain Perspective and Move Past the Status Quo
Morgen believes that the only way to get past the system’s drive to maintain the status quo is for the potential buyer to recognize and manage the internal change issues that must be resolved. She has developed an innovative way to achieve this vantage point – a Buying Facilitation® model that uses “Facilitative Questions” to guide the buying decision process from start to finish. Rather than seeking information, Facilitative Questions are aimed at helping people define their decision-making criteria and determine what needs to be done differently in order to make new choices. Depending on the situation, such questions could include:
•How will you know when it’s time to add new skills to what you’re already doing?
•What has stopped you from using an internal group to resolve this situation?
•What do you plan to do differently to get buy-in from other team members?

DIRTY LITTLE SECRETS offers dozens of examples to clarify precisely how buying decisions can be facilitated through the right kind of questions, including an in-depth case study of a marketing manager who recognizes the need for a better website and wants to bring in an external design team. Morgen explores what happens when he stumbles in the dark trying to bring his fellow managers, the internal tech team (which is responsible for the current site), and the CFO (to whom the tech team reports) on board. She then presents the same situation using Buying Facilitation®. The result? “Decision facilitation” enables a smoother, faster process that leads to a better outcome for both the marketing manager and the design firm.

The Ten Steps to a Buying Decision
In DIRTY LITTLE SECRETS, Morgen lays out how businesspeople can use Facilitative Questions to enable them to move more quickly through the ten steps she has identified as common to all buying scenarios. The steps include: gathering a Buying Decision Team; exploring the status quo; exploring work-arounds; seeking a fix with familiar resources; agreeing to an external solution; defining the steps needed to ensure total buy-in from all stakeholders; managing internal change issues; strategizing with regard to money, time, personnel, and implementation issues; moving forward to choose a solution; and final purchase.

Buyers and Sellers Alike Can Benefit From Decision Facilitation
DIRTY LITTLE SECRETS sheds light on the losses to both buyer and seller when the purchase of a solution is delayed by the failure to understand how buying decisions get made and how to influence them. It offers a proven method for helping people make the buying choices that will solve their businesses’ problems, while garnering the necessary buy-in for successful implementation. Sharon Drew Morgen’s innovative and revolutionary thinking is invaluable for both buyers and sellers – helping buyers approach purchases differently, and showing sellers how they can partner with potential buyers as true servant leaders, and garner significantly greater sales as a result.

ABOUT THE AUTHOR
SHARON DREW MORGEN is founder of Morgen Facilitations, Inc. (www.newsalesparadigm.com). She is the visionary behind Buying Facilitation®, the decision facilitation model that enables people to change with integrity. A pioneer who has spoken about, written about, and taught the skills to help buyers buy, she is the author of the acclaimed New York Times Business Bestseller Selling with Integrity. She lives in Austin, Texas.