#466 How to Facilitate the Buying Decision. With Sharon Drew Morgen.

Sharon Drew Morgen, Creator of Buying Facilitation®, keynote speaker, and author of multiple bestselling books, including Buying Facilitation, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

[2:00] Sharon Drew claims that, including email marketing and call centers, there is less than a 1% close rate on sales. Sharon Drew explains how salespeople are taught to fail, and expect to fail.

[3:27] Sharon Drew’s analysis shows that buying is a 13-step process. The decision to buy is only one point within those steps. Sharon Drew describes the system that controls buying.

[4:57] Systems try to fix problems internally. All elements have to be brought together. A system tries to manage disruption.

[7:06] Until the risk is less than the reward, the system will not choose to change.

[7:27] Sharon Drew uses a story to describe the system. The buyer must account for all decision makers before going forward.

[9:59] The buyer needs to learn the stakeholders. The system wants to get to excellence, with minimal disruption. The salesperson thinks a prospect is one who should buy. Sharon Drew says a prospect is one who will buy. Who helps them prepare?

[13:36] If a salesman does not take the buyer through the Buyer Facilitation process, there is no sale, unless they find low-hanging fruit who have facilitated themselves already. Sharon Drew tells a successful client story with a control group test.

[16:02] The process starts with a good list. Using Buyer Facilitation, there is a 35-40% increase in sales over control groups, over the 35 years Sharon has been teaching facilitation. Sharon Drew tells a client anecdote on how to question.

[23:49] All the facilitative questions help the buyer find their own excellence; they don’t pull data from the buyer to help the salesperson to sell. Sharon Drew describes how she helped KPMG facilitate a big solution for Boeing, through asking questions.

[27:29] The facilitation of the buying process helps the buyer and the seller, but sellers normally are trained to ask questions that are biased to help the seller. A seller can look for buyers who are ready, or they can help buyers to be ready.

[29:26] Through facilitation, the salesperson earns trust, and has credit with the buyer. The seller has taken the buyer off the market. Sharon Drew shares another story.

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