The Buyer's Pain Has Been There A Long Time

By Sharon Drew Morgen

When we meet prospects, its easy for us to recognize a need. After all, we know our buyers environment quite well. But what we cant know is that a need is part of a larger system of people and policies, rules and relationships, history and future, that not only has created the Identified Problem, but maintains it daily. So buyers have a bunch of work-arounds that make it all work. Unfortunately, those work-arounds become part of their system, and make it all seem workable. By the time they figure out they have a problem, they have a lot of things to untangle before they can make a purchasing decision.

Knowing they have a problem, or that we have a solution, does not help the buyer untangle the tangles that theyve created. So using typical sales methods dont help much hence, the delayed buying decisions we contend with, or the objections.

If we can help buyers figure out all of the issues they need to manage on their way to a buying decision, and lead them through to buy-in as they ensure that all elements in their working environment will remain stable when they purchase a new product, we can close the sales cycle, open accounts that didnt know they had a need, and bring in more prospects.

Video produced by CanDoGo, www.candogo.com. Sharon Drew Morgen is one of the exclusive experts for CanDoGo, a company that delivers concise advice for sales, leadership, personal development, and motivation over the Web.

Category:

People & Blogs

Tags:

• prospects
• decision
• purchasing
• problem
• sharon drew morgen
• objections
• buyers
• sales cycle