Would You Rather Sell? Or Have Someone Buy?

By Sharon Drew Morgen - Sure we care about our customers. And most of the time we have just the right product to manage a need. But buyers dont buy in equal proportion to their need. Why? because selling and buying are two different activities.

Buyers buy when their internal environment or system is unable to create a sufficient work-around to a problem. Or the work-around is not providing a high enough standard of excellence and the system is willing to face disruption to gain a higher standard. They dont know when they start their buying decision process just what they will uncover on route to excellence. That is the length of the sales cycle.

As outsiders, we are unable to understand what the buyer must go through. But if we can move away from the solution sale as our first phase of the buyer-seller interaction, and lead buyers through to all of the people and policy elements that need to buy in to hinder disruption, we can help buyers buy. Once they figure this out for themselves, then theyll know how to differentiate us, and price wont be an issue. And, as an aside, this is necessary for any size or type of buying decision. The systems behind change must be managed.

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:

• Buyers
• Internal
• systems
• buyers
• buy
• product
• decision