BUYING DECISIONS BASED ON CHANGE MANAGEMENT
Just because we perceive a need(And we are right! They need us!) doesn’t mean our prospects want it fixed, or fixed by us, or fixed now. We enter our conversations with a bias: we believe that our solution will rule the day and pose questions to get buyers to admit they need us: find the need, pitch the solution. Bingo. Except then we sit and wait for them to come back and make the sale. And we wait. Why should the buying decision take so long when their need matches their solution?
But the last thing a buyer needs is a solution. In fact, buyers don’t want to buy anything – they merely need to resolve a business problem. If they are not able to resolve one of their problems with a familiar resource, they are forced to select a solution to purchase. But they don’t really want to.
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