12 Dirty Little Secrets: why buyers don’t buy
Here are the ‘Dirty Little Secrets’ of why buyers don’t buy, taken from my book of the same name:
- Sales focuses on solution placement and needs assessment, and has no skill set to help buyers maneuver through their off-line, personal, idiosyncratic, behind-the-scenes planning and decision making that must take place in their environment before they can buy.
- Buyers will make no purchasing decisions until they get buy-in from the components (people, policies, initiatives, groups) that are in any way connected to, or will touch, a solution to their ‘need.’
- Until or unless there is buy-in, and the system is ready, willing, and able to buy-in to necessary change, buyers will not accept a solution no matter how great the need.
- Buyers live in systems that operate, as all systems do, from the law of homeostasis, and thereby must resist if something new were to threaten disruption. To insure minimal internal disruption, buyers face internal change management issues as they bring in something new (a solution).
- Until buyers understand and know how to mitigate the risks that a new solution will bring to their culture, they will do nothing. The system is sacrosanct; homeostasis is more important than fixing a need. New solutions can’t be purchased until a way is found to maintain internal balance. Includes internal politics and relationship issues.
- Until all of the Buying Decision Team members have added their voices and fully defined the criteria that a solution must contain, buyers can’t make proper use of solution information (i.e. pitch, presentation).
- Sales, and the focus on solutions, enters the buyer’s decision path too early in a buyer’s decision cycle – usually before all of the Buying Decision Team is on board and has added their specific needs to the solution criteria.
- Helping buyers maneuver through their buy-in and systems issues require a different focus, and a different skill set, than the one sales offers. Buyers don’t buy using a seller’s selling patterns. And the sales model doesn’t have tools to influence non-solution-related decisions.
- Buyers buy on unique, idiosyncratic criteria that are agreed to by their Buying Decision Team – not on the strength of their need, your product, or their relationship.
- The type of relationship a seller has with customers/prospects is a buying feature only once the buyer has determine how, when, why, and if they are going to buy.
- Buyers seek a solution only after they manage their internal systems issues. Part of their decision/choice is the assurance that the new solution will maintain the ecology of the system.
- At the start, buyers don’t know all the issues they need to manage as they begin the process of resolving a problem and choosing a solution.
Your current sales skills do a great job understanding need and placing solutions. But they don’t work with the behind-the-scenes non-solution-related change management issues buyers go through privately.
How will you shift your skills to help buyers manage their buying decision issues?
If you want to help buyers facilitate their off-line, behind-the-skills decision issues, you may want to learn Buying Facilitation® – a set of change management/decision facilitation skills that are wholly different from (but work in tandem with) sales skills, designed to help buyers navigate through their decision path as they prepare to choose a solution. It speeds up their change management process: we sit and wait while they do it anyway.
Add Buying Facilitation® to your sales skills as a facilitation tool, and decrease your sales cycle, find the right prospects to spend time on, and close more sales. Here are some sample chapters to give you more data: Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it and Buying Facilitation®: the new way to sell that influences and expands decisions.
In today’s business climate, decisions to buy are far more complex than they’ve been in the past, and your selling skills aren’t enough. What would you need to know or believe differently to be willing to add a new skill set to enhance your success?
Sharon Drew Morgen is the NYTimes Business Bestselling author of Selling with Integrity and 7 books how buyers buy. She is the developer of Buying Facilitation® a decision facilitation model used with sales to help buyers facilitate pre-sales buying decision issues. She is a sales visionary who coined the terms Helping Buyers Buy, Buy Cycle, Buying Decision Patterns, Buy Path in 1985, and has been working with sales/marketing for 30 years to influence buying decisions. More recently, Morgen is the author of What? Did you really say what I think I heard? in which she has coded how we can hear others without bias or misunderstanding, and why there is a gap between what’s said and what’s heard. She is a trainer, consultant, speaker, and inventor, interested in integrity in all business communication. Her learning tools can be purchased: www.didihearyou.com. She can be reached at sharondrew@sharondrewmorgen.