Would you rather sell or have your customers buy?

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There has been an undeniable shift in the world.

Buyers are living in a self-service economy and know more about you and your competitor’s products/solutions, than you do.

Would you rather sell or have your customers buy?

If buyers are living in a world where everything about your solution is available instantly online, how come your reps are still pitching and selling your solution to buyers that already have that information?



More importantly, if buyers know all about the value and efficacy of your products/solution, then why are they making more “no decisions” and “doing nothing” when the value and fit, is so obvious?

Buying starts with change. Selling starts with a pitch.

A buying decision is a change management problem long before it becomes a solution choice issue. For buyers it’s a systems/change decision, not a purchase/fix problem.

One of the biggest flaws in sales and marketing is that we mistakenly try to convince prospective buyers that our solution will fix their problem when they’re struggling to understand how or why they need to change at all.

You may have the perfect solution, but if the buyer doesn’t know how to align all of the parts of their internal operation so everyone will be happy to change, they will do nothing.


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Selling actually restricts buying.

I understand that this may be hard to accept but you’re losing deals as a direct response to the way you’re selling. Your focus on “needs” and pitching “solutions” overlooks the change issues that all people must manage before even identifying as buyers.

When we offer our data, pitch or rational argument too early, it’s not seen as a reason to buy but rather as a threat to the balance and order of a buying system that’s not prepared or ready for change.

Sometimes our solution is not recognized as being needed because the Buying Team hasn’t yet been fully assembled and needs haven’t been fully scoped. Sometimes buyers know they have a need but haven’t determined how to manage the fallout change will bring or it’s possible the IT team is still trying to find internal workarounds as a resolution to the problem.

It’s certainly possible that at the time our reps are getting “No’s”, prospects are merely at a stuck stage and can easily move beyond it once they recognize what’s holding them back and how they can get everyone to buy-in to change.



The real problem is not getting your product sold, it’s getting it bought

By recognizing that a buying decision is a systemic, change management issue long before it’s a solution choice problem, your reps can engage buyer’s earlier in their purchase decision to help them recognize where they may be getting stuck in the process and work with them to address the issues that might be getting in the way.


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Clearly, your reps aren’t going to get too far helping a potential buyer navigate their process, if they don’t know what issues are holding the buyer back from moving ahead.

But buyers want answers. And the only way you’re going to know that, is by talking to someone that found a way to deal with the same or similar issues that your prospect is currently dealing with.

Understanding your buyers buying patterns

Whatever issues you THINK buyers are wrestling with or why they decide to approve a project are not just incorrect – they’re dangerous. You need to separate instinctive thoughts and feelings from the actual buying patterns that buyers follow within your specific market.

You need to map your buyer’s DNA.

Martyn Lewis in How Customers Buy … & Why They Don’t decodes the strands of the Customer Buying Journey DNA and exposes the gap between how companies try to sell, and how customers actually buy. He found that organizations within a specific market, when faced with buying a particular offering, behave in a remarkably similar way. They share a common buying journey with a common buying DNA.



When we interview recent buyers on behalf of our clients, our Buyer Assessment not only reveals the internal issues that your buyers need to account for but clearly maps the Buying Patterns of how recent buyers bought, what issues ground their process to a halt and how they managed to get everyone involved on-side and bought-in to the changes a purchase would bring. The insight is pure gold!


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There’s been a long history of selling. Now is the time to help people buy.

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