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How Buyers Buy

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Uploaded on Jul 28, 2009

By Sharon Drew Morgen

Buyers live in a system. It includes people, policies, relationships, company or family politics, personality issues, initiatives, historic vendor relationships. And any Identified Problem, or need that our product can resolve, sits inside that system. And make no mistake: it sits comfortably in the system and the system creates work-arounds that not only provide some sort of solution, but also creates tentacles and are firmly rooted in the buyers environment. Until or unless these latch on to something else, and everything around them is willing to change, no purchase can take place. Managing this creates the delays in their buying decisions.

Like in all systems, our buyers environments seek homeostasis. Its a universal law of nature the retention of balance, regardless of what it takes to do this. When we show up with a solution, no matter how necessary the need, our solution threatens the system. To us it just looks like a need that our solution can fix. To buyers it looks like disruption. Remember, there is some sort of work-around already.

We can help prospects figure out how to manage the systems elements that need to agree to change. They'll do this with us or without us. It might as well be with us.

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.

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