I recently finished a book called “Dirty Little Secrets” by Sharon Drew Morgen. Fascinating. Read it.
It emphasizes the need to understand and empathize with the buyer’s crazy internal system that accepts or does not accept any change to their status quo. The premise is: until the buying team can obtain buy-in to changing the status quo… they won’t. It’s that simple.
When you insert a new system—a new way of doing things—resistance is everywhere. You can show them all day long how your solution makes things better. But until you get conformation—or a true confession from all interested parties, you’ll waste lots of time in the selling cycle wondering what’s going on inside the buying decision cycle. (more…)