{"id":2266,"date":"2015-05-04T12:16:41","date_gmt":"2015-05-04T12:16:41","guid":{"rendered":"http:\/\/buyingfacilitation.com\/blog\/?p=2266"},"modified":"2015-05-11T12:17:12","modified_gmt":"2015-05-11T12:17:12","slug":"when-should-a-seller-gather-information-or-understand-needs","status":"publish","type":"post","link":"http:\/\/buyingfacilitation.com\/blog\/when-should-a-seller-gather-information-or-understand-needs\/","title":{"rendered":"When Should a Seller Gather Information or Understand Needs?"},"content":{"rendered":"<p>Part 2: Do you want to sell? Or have someone buy?<\/p>\n<a href=\"http:\/\/didihearyou.com\/when-should-a-seller-gather-information-or-understand-needs\/informaiton-1\" rel=\"attachment wp-att-520\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-520 alignleft\" src=\"http:\/\/didihearyou.com\/wp-content\/uploads\/2015\/05\/Informaiton-1.jpg\" alt=\"Informaiton 1\" width=\"225\" height=\"225\" \/><\/a>\n<p><a href=\"http:\/\/click.icptrack.com\/icp\/relay.php?r=27746356&amp;msgid=674938&amp;act=DL0L&amp;c=193273&amp;destination=http%3A%2F%2Fdidihearyou.com%2Fdo-you-want-to-sell-or-have-someone-buy\" target=\"_blank\">Part 1<\/a>\u00a0redefines buying thus: <strong>The process a buyer goes through to get their ducks in a row to manage all of the factors involved prior to, and including, making a purchase.<\/strong> \u00a0It explains why the sales focus of seeking appointments, gathering information, offering solution data, and understanding needs doesn\u2019t lead to a higher percentage of closed sales:<\/p>\n<ul>\n<li>you\u2019re asking biased solution\/problem-focused questions<\/li>\n<li>based on what you want to sell, and listening for problems you can resolve,<\/li>\n<li>that probably captures partial or incorrect data<\/li>\n<li>about problems that may not be recognized by the prospect,<\/li>\n<li>(someone who most likely doesn\u2019t know or trust you) and<\/li>\n<li>may not represent the group of people who may or may not be the <a href=\"http:\/\/click.icptrack.com\/icp\/relay.php?r=27746356&amp;msgid=674938&amp;act=DL0L&amp;c=193273&amp;destination=http%3A%2F%2Fsharondrewmorgen.com%2Fdecision-makers-vs-influencers%2F\" target=\"_blank\">ultimate buyers<\/a><\/li>\n<li>who may only have partial knowledge of, or authority over, the final situation<\/li>\n<li>and may only partially represent a larger group<\/li>\n<li>who may not have officially assembled or reached consensus yet<\/li>\n<li>to seek answers they don\u2019t yet have questions for.<\/li>\n<\/ul>\n<p>You\u2019re connecting with potential buyers who aren\u2019t at a point where they can buy: regardless of your skill set, or the validity of the solution, questions or need, buyers can\u2019t have useful data to share until<\/p>\n<p>\u2013 whoever touches the final solution (Buying Decision Team) assembles and<br \/>\n\u2013 agrees to resolve a problem<br \/>\n\u2013 with an effective route to managing any change issues with minimum disruption.<\/p>\n<p>Otherwise, even those who need your solution won\u2019t take a meeting, speak with you, or possibly even know they have a need: the adjustments\/consensus\/change management necessary for making a purchase is so much bigger (regardless of the prize, size, or type of solution) than choosing a solution.\u00a0To understand this better, read <a href=\"http:\/\/click.icptrack.com\/icp\/relay.php?r=27746356&amp;msgid=674938&amp;act=DL0L&amp;c=193273&amp;destination=http%3A%2F%2Fdidihearyou.com%2Fdo-you-want-to-sell-or-have-someone-buy\" target=\"_blank\">Part 1<\/a>.<\/p>\n<p>CASE STUDY<\/p>\n<p>Sellers currently waste over 90% of their time trying to understand needs or gathering data (or seeking an appointment or presenting to \u2018decision makers\u2019) before a buyer would even know how to accurately respond to their questions. It\u2019s like trying to guess a picture on a jigsaw puzzle with only 2 pieces visible.<\/p>\n<p>Here\u2019s a Case Study in which I used Buying Facilitation\u00ae (a model I developed to facilitate the pre-sales processes) with a global bank. Note: even though the buyer was the \u2018The Decision Maker\u2019 with the budget, there was a complex set of behind-the-scenes issues that needed resolution and wouldn\u2019t have been uncovered had I begun by trying to understand his need or gathering information. In this scenario \u2013 as in most, even in a small sale \u2013 until the full Buying Decision Team was formed (many of whom my client hadn\u2019t thought of including) and discussed their unique problems, the full set of needs couldn\u2019t have been defined. And I would have wasted about a year and possibly never made the sale.<\/p>\n<p>BANK: I\u2019m the head of Commercial Banking at B Bank. I wonder if you can help. Our tech guys are creating a program for customers in our 4,000 branches so they can choose the most appropriate of our 200 products. Is there a way to add Buying Facilitation\u00ae to help them?<\/p>\n<p>SDM: Sure. But what\u2019s stopping your techies from wanting to do it themselves?<\/p>\n<p>BANK: Nothing. They\u2019re reading two or three of your books and trying to get the essence of Buying Facilitation\u00ae into their programming.<\/p>\n<p>SDM: So how would your decision team know that working directly with me would give them a different capability than working with the tech guys using my books?<\/p>\n<p>BANK: They wouldn\u2019t. They would prefer to use the in-house guys.<\/p>\n<p>SDM: So how would they know which route would best get their goals met effectively?<\/p>\n<p>BANK: I would have to put together the Buying Decision Team so they could determine what they need to figure out. Would you be willing to have a conference call with them?<\/p>\n<p>SDM: Sure. Who do you think should be involved?<\/p>\n<p>BANK: We only need the Head of Technology I think.<\/p>\n<p>SDM: Well, with 4000 branches [represents at least 40,000 employees] I bet HR might want to be involved.<\/p>\n<p>BANK: Oh! We always forget her, and when we finally bring her aboard she creates havoc because she demands so many changes. Good to bring her in in the beginning!<\/p>\n<p>SDM: And do you have user groups to represent the 4000 branches?<\/p>\n<p>BANK: Ah. Let\u2019s bring in the representatives of the two user groups.<\/p>\n<p>Four days later we had a conference call that included: the heads of HR, Branches, Technology, Retail Banking, Commercial Banking, Training, Internal Consulting, and Marketing. During introductions the President of the bank got on the phone! He wasn\u2019t a decision maker; he didn\u2019t have a budget; he wasn\u2019t part of the project.<\/p>\n<p>BANK: What are you doing on the phone, Mr. X?<\/p>\n<p>PRESIDENT: I saw all you heavy hitters on one call and wanted to find out what kind of trouble you were getting into.<\/p>\n<p>During the call the President kept objecting: \u201cI\u2019m not letting you folks do that!\u201d \u201cWhat a mess that will cause!\u201d I intervened with Facilitative Questions that got them to collaboratively think about how to manage that issue and move forward. At the end of the call I was firmly on the Buying Decision Team. I had not mentioned my solution; there was not enough consensus among them for them to understand their needs. I helped my prospect assemble the right people in 10 minutes (might have taken him a year), and then help them recognize the issues they needed to contend with before they could consider buying or changing anything.<\/p>\n<p>FACILITATING THE CHANGE AND CONSENSUS FIRST<\/p>\n<p>For a month emails went back and forth. I kept posing Facilitative Questions to help them figure stuff out. Within the month, they had consensus, decided what they needed and how they would move forward \u2013 with the blessing of the President. They then paid to bring me to the UK \u2013 and THEN I gathered information from the right people \u2013 all of whom were present and understood their needs \u2013 and THEN I made a targeted sales pitch to all of the decision makers! Without my expertise, the buyers would have been bogged down with their change issues and internal objections and the sales cycle would have taken more than a year. If they were ever going to buy, they needed to do this anyway: This is the stuff buyers do outside of our purview; we\u2019re just not usually there when it happens.<\/p>\n<p>I facilitated and expedited their change in the area that my solution would fit. It would have been inappropriate to pitch during the month-long decision facilitation process \u2013 they had no idea what they were going to buy, if they could buy, or if they couldn\u2019t do it themselves. I would have missed the opportunity to help them get ready to buy, earn their trust, and understand the full complement of needs they didn\u2019t initially know they had. I had nothing to sell until they had something to buy.<\/p>\n<p>My job \u2013 which took me just a few hours for a 6 figure engagement \u2013 was to first facilitate their ability to change, and then buy.<\/p>\n<p>I\u2019m not suggesting you give up information gathering or understanding needs, although starting here gives you a paltry close rate and wastes 95% of your time. I am suggesting that you first facilitate the complete decision path (some folks call this pre-sales) \u2013 and then use sales. Buyers have to do this anyway, with you or without you. You might as well learn a new skill and stop chasing the low hanging fruit.<\/p>\n<p style=\"text-align: center;\"><strong>__________<\/strong><\/p>\n<p>I\u2019ve developed Buying Facilitation\u00ae, which is an add-on to the sales process to help buyers understand and collect their pre-sales decision factors. It includes a different set of skills than sales, including Listening for Systems, and uses a new form of question called a Facilitative Question. Contact me to discuss <a href=\"http:\/\/click.icptrack.com\/icp\/relay.php?r=27746356&amp;msgid=674938&amp;act=DL0L&amp;c=193273&amp;destination=http%3A%2F%2Fbuyingfacilitation.com%2Fblog%2Fwp-content%2Fuploads%2F2014%2F08%2Fbft_3days.pdf\" target=\"_blank\">training<\/a>, coaching, and consulting: <a href=\"mailto:sharondrew@sharondrewmorgen.com\" target=\"_blank\">sharondrew@sharondrewmorgen.<wbr \/>com<\/a>. Or read\u00a0<b><i>Dirty Little Secrets: why buyers can\u2019t buy and sellers can\u2019t sell\u00a0<\/i><\/b>at <a href=\"http:\/\/click.icptrack.com\/icp\/relay.php?r=27746356&amp;msgid=674938&amp;act=DL0L&amp;c=193273&amp;destination=http%3A%2F%2Fwww.dirtylittlesecretsbook.com\" target=\"_blank\">www.dirtylittlesecrets.com<\/a>\u00a0or <a href=\"http:\/\/click.icptrack.com\/icp\/relay.php?r=27746356&amp;msgid=674938&amp;act=DL0L&amp;c=193273&amp;destination=http%3A%2F%2Fbuyingfacilitation.com%2Fblog%2Fstore%2F\" target=\"_blank\">Buying Facilitation<\/a><a href=\"http:\/\/click.icptrack.com\/icp\/relay.php?r=27746356&amp;msgid=674938&amp;act=DL0L&amp;c=193273&amp;destination=http%3A%2F%2Fbuyingfacilitation.com%2Fblog%2Fstore%2F\" target=\"_blank\"><b><i>\u00ae<\/i><\/b><\/a><b><i>.<\/i><\/b>\u00a0Or read my newest book <a href=\"http:\/\/click.icptrack.com\/icp\/relay.php?r=27746356&amp;msgid=674938&amp;act=DL0L&amp;c=193273&amp;destination=http%3A%2F%2Fdidihearyou.com%2Fread\" target=\"_blank\"><b><i>What<\/i><\/b><\/a><b><i><\/i><\/b><a href=\"http:\/\/click.icptrack.com\/icp\/relay.php?r=27746356&amp;msgid=674938&amp;act=DL0L&amp;c=193273&amp;destination=http%3A%2F%2Fdidihearyou.com%2Fread\" target=\"_blank\"><b><i>?<\/i><\/b><\/a>\u00a0on how to hear others without bias:\u00a0<a href=\"http:\/\/click.icptrack.com\/icp\/relay.php?r=27746356&amp;msgid=674938&amp;act=DL0L&amp;c=193273&amp;destination=http%3A%2F%2Fwww.didihearyou.com\" target=\"_blank\">www.didihearyou.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Part 2: Do you want to sell? Or have someone buy? Part 1\u00a0redefines buying thus: The process a buyer goes through to get their ducks in a row to manage all of the factors involved prior to, and including, making a purchase. \u00a0It explains why the sales focus of seeking appointments, gathering information, offering solution [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[29,24],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>When Should a Seller Gather Information or Understand Needs? - buyingfacilitation.com\/blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/buyingfacilitation.com\/blog\/when-should-a-seller-gather-information-or-understand-needs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When Should a Seller Gather Information or Understand Needs? - buyingfacilitation.com\/blog\" \/>\n<meta property=\"og:description\" content=\"Part 2: Do you want to sell? 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Part 1\u00a0redefines buying thus: The process a buyer goes through to get their ducks in a row to manage all of the factors involved prior to, and including, making a purchase. \u00a0It explains why the sales focus of seeking appointments, gathering information, offering solution [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/buyingfacilitation.com\/blog\/when-should-a-seller-gather-information-or-understand-needs\/\" \/>\n<meta property=\"og:site_name\" content=\"buyingfacilitation.com\/blog\" \/>\n<meta property=\"article:published_time\" content=\"2015-05-04T12:16:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-05-11T12:17:12+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/didihearyou.com\/wp-content\/uploads\/2015\/05\/Informaiton-1.jpg\" \/>\n<meta name=\"author\" content=\"Sharon Drew\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sharondrew\" \/>\n<meta name=\"twitter:site\" content=\"@sharondrew\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sharon Drew\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/buyingfacilitation.com\/blog\/when-should-a-seller-gather-information-or-understand-needs\/\",\"url\":\"https:\/\/buyingfacilitation.com\/blog\/when-should-a-seller-gather-information-or-understand-needs\/\",\"name\":\"When Should a Seller Gather Information or Understand Needs? 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