Why does the sales model merely focus on placing solutions when it\u2019s last step buyers take during the buying decision process?
\nWould you ever jump up out of bed and say, \u201cGeesh! I think I\u2019ll just go out and buy a new car today! Maybe I\u2019ll go to that dealership around the corner and see if there\u2019s a pretty one!\u201d
\nWould you ever come into work and announce: \u201cGuess what! I had an inspiration last night and bought all 1500 of us new CRM software from an ad I saw! They\u2019re installing it next week! Hope you tech guys and users like it!\u201d
\nIf you were going to buy a new car, you\u2019d get agreement from your buddies, do research, test drive some cars, peruse your budget, see about selling your current car. If you were going to buy your company software, you\u2019d collaborate with the techies on whether now might be a good time to make changes, see how the new features overlap with existing software to handle implementation, and get buy-in and requirements from users.
\nThe very last thing you\u2019d do was make the purchase.<\/p>\n
FACILITATE THE CHANGE FIRST<\/strong>
\nPushing costs you sales and wastes time. You swoop in trying to be there the moment buyers are ready to finalize a choice. You try to get appointments with people who haven\u2019t gone through their change management path yet. You waste time seeking the low hanging fruit.
\nBuyers must go down their decision path with you or without you. They start at the beginning, managing the full change process, not at the end where your solution comes in.
\nLet me teach you Buying Facilitation\u00ae and stop spending so much time, effort, and resource pushing information on the very last thing a buyer needs. Facilitate their buying journey. No, it\u2019s not sales. But would you rather sit and wait for a few of them to show up? How\u2019s that working for you?
\nThis article is a scold: for goodness sakes, stop wasting so much of your time focusing on the very last piece of the buyer\u2019s journey. Facilitate change first. Teach folks on cold calls how to think about systemic change. Then you can sell.<\/p>\n