I’m curious: what is it that makes the sales model so important to maintain?
For centuries, we’ve never closed more than (on average) 7% of our prospects – from first call to close – giving us a 93% failure rate. What makes this ok?
Why are we so steeped into the content and sale of our product line that we have difficulty recognizing that our prospect’s decision making process is more important than our product sale?
Why do we believe that because WE ‘understand needs’ that our prospect should buy from us – and why don’t we realize that understanding needs (which our smart prospects do) doesn’t close the sale?
Why do we see our prospect’s problem as an isolated event, and not realize that it sits within a contained system that holds it in place daily – a system that would need to be reconfigured if change (i.e. making a purchase or resolving the problem) is going to take place?
And what needs to happen for sellers to realize that they only have control over their product data – that buyers live within unique, idiosyncratic systems that cannot be controlled – or even understood – by outsiders?
If sellers realized all of the above, they would recognize the necessity of learning Buying Facilitation – the means to help buyers manage all of their internal decisions necessary before they can do anything different that would disrupt their status quo.
It’s not about the solution: it’s about managing the system that created the Identified Problem to begin with.