what’s the difference between a newspaper and sales?

Presented by: Sharon Drew Morgen

What’s the difference betweena newspaper and sales?

2Newspapers are disappearing:

3How are people getting news?

• 78% a local TV station• 73% a national network or cable TV • 61% online:

75% forwarded through email or social networking sites 52% share links with others

• 54% listen to radio • 50% local newspaper• 17% national newspaper

http://www.pewinternet.org/Reports/2010/Online-News/Summary-of-Findings.aspx

In 10 years…

How many of you think there will still be newspapers in 10 years?

Why? Why not?

5Technology makes information available to all

6The job of sales

• Needs assessment and solution placement

• Content and solution driven

7Sales activities

• MEET Prepare, qualify, discovery; • GREET target person, seek appointment, discuss needs/solution;• DATA develop presentation, position solution details, pitch;• MANAGE develop and manage relationships, meet the team, follow up• NEGOTIATE solution relevance/details, price, buying process, competition• CLOSE unique details re implementation/price, contracts.www.newsalesparadigm.com - sharondrew@newsalesparadigm.com - 512-457-0246 - @sharondrew

8Technology taking over our jobs

9What can prospects do on line?

• MEET qualify themselves, discover vendor choices

• GREET put together their Buying Decision Team, call us when ready

• DATA all data available online

• MANAGE make their own decisions

• NEGOTIATE chooses vendor and defines the terms

• CLOSE may/may not be done online

10What happens when technology takes over?

• Takes over much of solution placement activity

• Reduces sales job to responding to online activities

• Deletes much of influencing and persuading activities

• Marketing taking over lead generation

11What is a seller’s job now?

• Managing leads from marketing• Following buyers online activity• Closing and negotiating• Taking calls from informed buyers.• Creating relationships with few buying team members• Reduced to merely correcting misconceptions, highlighting important bits, making relevant• Can't make appointments until vital decisions already made

12LeadFormix as an example:

• Retrieve important lead insight information: determine best lead source/how to grow it• Determine which marketing campaigns are rich sources of leads• Assess marketing team’s capabilities • Monitor online activity• Follow buyers across the web • Network with leading social networking sites • Dramatic improvement in overall marketing outreach of your company

13Fallout to new buying

• 50% of sellers not meeting quota

• Personal relationships play a smaller role in solution choice

• Sellers don't have influence over choices

• Sellers dependent on incoming calls/hard to forecast

• Buyers show up with bad data or conclusions

• Buyers show up with choices made

14The missing piece in the buying decision journey

15Add a new skill and become an important resource

• Add a decision facilitation front-end to sales

• Help buyers line up decision issues outside of technology

• Become a true Trusted Advisor and come in earlier

• Technology not in this area yet

• Influence the buying decision journey

• Get onto Buying Decision Team

• Change management model, not sales

16What is Buying Facilitation™?

• Not sales but adds a new skill set

• Helps buyers navigate through change issues

• Decision facilitation focus, not solution choice

Buying Facilitation™ is a decision facilitation model that leads buyers through their off-line, behind-the-scenes decision issues that they need to manage internally to ensure they elicit the necessary buy-in prior to choosing a solution or vendor.

17Different skills necessary

• Listening for systems

• Not gathering data; be GPS

• Encourage group decision making

• Avoid solution discussion until decisions made

• Facilitate decision making, not influencing purchase

• Change management focus first; solution placement last

18The journey to success

1. Make contact from marketing lead (or cold call, etc.)

2. Start facilitating decision making, not seeking appointment or discussing solution

3. Lead buyers through their decision making issues

4. Help buyers set up Buying Decision Team

5. Help buyers notice buy-in problems

6. Suggest sites, solutions, problem management choices

7. Agree how to move forward, together, with technologywww.newsalesparadigm.com - sharondrew@newsalesparadigm.com - 512-457-0246 - @sharondrew

Morgen Facilitations, Inc.411 Brazos St. #220

Austin TX 78701

512-457-0246

sharondrew@newsalesparadigm.com

www.newsalesparadigm.com

www.sharondrewmorgen.com

www.buyingfacilitation.com

www.dirtylittlesecretsbook.com

www.facilitatingbuyin.com

Developer of Buying Facilitation™Author of Selling with Integrity

& Dirty Little Secrets

Sharon Drew MorgenSharon Drew Morgen

Would you rather sell? Or have someone buy?

what’s the difference between a newspaper and sales?

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