{"id":831,"date":"2014-07-08T12:13:00","date_gmt":"2014-07-08T12:13:00","guid":{"rendered":"http:\/\/buyingfacilitation.com\/blog\/?p=831"},"modified":"2014-07-14T14:49:28","modified_gmt":"2014-07-14T14:49:28","slug":"consensus-stupid","status":"publish","type":"post","link":"https:\/\/buyingfacilitation.com\/blog\/consensus-stupid\/","title":{"rendered":"It\u2019s the Consensus, Stupid*"},"content":{"rendered":"

Buying decisions happen well before buyers consider your solution regardless of their need or the efficacy of your solution, marketing, or content. In fact, a purchase is the very last thing that occurs in a string of events buyers must handle\u00a0as they seek to solve a business problem.<\/p>\n

One of the first things they must do is assemble the complete Buying Decision Team to garner the consensus necessary for change. Studies from the CEB show that a Buying Decision Team includes approximately 6 decision makers and untold influencers who must achieve consensus before considering\u00a0how to resolve their problem, whether it’s a\u00a0purchase\u00a0or another fix. Let\u2019s look at this from 3 angles:<\/p>\n

1.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Buyers don\u2019t initially know who belongs on the Buying Decision Team. The time it takes them to assemble the right people and hear their voices around fixing a business problem is part of the buying decision path. These issues are political, systemic, relational \u2013 not focused on need. We are not facilitating the assembly of the team.<\/p>\n

2. \u00a0 \u00a0 \u00a0An external solution is considered only when there is consensus that an internal problem can’t \u00a0be resolved with familiar resources. We are not facilitating the systemic discovery process that has little to do with our solution.<\/p>\n

3. \u00a0 \u00a0 \u00a0An external fix causes disruption. It’s necessary to have consensus as to when, if, or how to bring in a new solution so disruption can be either avoided or planned for. We are not facilitating consensus as it’s unique and systemic.<\/p>\n

4. \u00a0 \u00a0 \u00a0Any solution \u2013 internal change or an external purchase \u2013 must address the change management issues that result from anything new entering the status quo. We are not facilitating change but merely offering content on what might be a solution.<\/p>\n

CONTENT IS NOT KING<\/span><\/p>\n

Content is merely one way the decision makers and influencers can learn about possible solutions when they are ready to begin thinking about options. Other solutions being considered include\u00a0internal workarounds<\/b>\u00a0that will manage the problems more simply.\u00a0A purchase is merely the very last thing buyers consider. We are limiting our success to a small segment of opportunity\u00a0and should be facilitating decisions point before pushing solutions.<\/i><\/p>\n

We can facilitate a buyer\u2019s consensus from sales, marketing, and social, but not with the current sales or marketing models. Add Buying Facilitation\u00ae to your sales and marketing and enter earlier by\u00a0first\u00a0helping facilitate consensus. It\u2019s not sales, nor is it solution driven \u2013 it\u2019s a change facilitation model. But buyers have to do it with you or without you. It might as well be with you.\u00a0And THEN you can sell your solution.<\/p>\n

Call me. We can add my\u00a0Buying Facilitation\u00ae\u00a0model to your sales or marketing solutions. Then you can influence the entire decision path, not just the back end.\u00a0Sharondrew@sharondrewmorgen.com<\/a><\/p>\n

*Thanks to Bill Clinton: \u201cIt\u2019s the Economy, Stupid.\u201d<\/p>\n

\u00a0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Buying decisions happen well before buyers consider your solution regardless of their need or the efficacy of your solution, marketing, or content. In fact, a purchase is the very last thing that occurs in a string of events buyers must handle\u00a0as they seek to solve a business problem. 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