How we change what others think, feel, believe and do
Steps Along The Buying Decision Path
Guest articles > Steps Along The Buying Decision Path
by: Sharon Drew Morgen
The buyer’s route to a purchase starts before they consider a solution.
1. Idea stage. Fred has an idea that something needs to change.
2. Fred discusses his idea with colleagues.
3. Fred invites colleagues to meet and discuss the problem, bring ideas from online research, consider who to include, possible fixes, and fallout. Groups formed.
4. Consideration stage. Group meets to discuss findings: how to fix the problem with known resources, whether to create a workaround using internal fixes or seek an external solution. Discuss the type/amount of fallout from each.
5. Organization stage. Fred apportions responsibilities, or hands over to others.
6. Change Management stage. Meeting to discuss options and fallout. Determine
7. Add needs, ideas, issues of new members; incorporate change considerations.
8. Everyone researches their portion of the solution fix (online research—webinars, etc., call current vendors or new vendors etc.). Discussions include managing resultant change.
9. Consensus stage. Buying Decision Team members meet to share research and determine the type of solution, fallout, possibilities, problems, considerations in re management, policies, job descriptions, HR issues, etc. Buy-in and consensus necessary.
10. Choice stage. Action responsibilities apportioned including discussions/meetings with people, companies, teams who might provide solutions.
11. Meet to discuss choices and the fallout/ benefits of each.
12. New solution chosen. Change management issues incorporated with solution choice.
13. New solution implemented.
The sales model handles steps 10-13. Marketing, marketing automation, and social marketing may be involved in steps 3 and 8, although it’s not clear then if the decision to choose an external solution has been made, the full fact pattern of ‘needs’ has been determined, or if the appropriate decision makers and influencers are included. Buyers muddle through this but we can enter earlier to help.
I started up a tech company in London 1983-89 and developed Buying Facilitation? to teach my sales folks to navigate buyers through their decision path, change management, and buy-in BEFORE they began selling. We increased sales 5x within a month. I’ve been teaching this model (and coaching and consulting) since 1989 with similar results.
Check out Sharon Drew Morgen's new book: Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it.
Or consider purchasing the bundle: Dirty Little Secrets plus my last book Buying Facilitation?: the new way to sell that influences and expands decisions. These books were written to be read together, as they offer the full complement of concepts to help you learn and understand Buying Facilitation? - the new skill set that gives you the ability to lead buyers through their buying decisions.
Contributor: Sharon Drew Morgen
Published here on: 27-Jul-14
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