How do we lose our leads?

Presented by: Sharon Drew Morgen

HOW DO WE LOSE OUR LEADS?

2Closing %s

7% - sales leads

1-6% - marketing automation

3Fallout to new buying

• 50% of sellers not meeting quota

• Personal relationships play a smaller role

• No control or influence over choices

• Brought in late in the sales cycle/little impact

• Buyers showing up with choices made

• Marketing bringing in quantity, not quality

• High percentage of second meetings dropped

4How do buyers buy?

• Use their own buying patterns, not a seller's selling patterns

• Must have internal buy-in from all people/policies

• Ensure minimum disruption/manage change

THE BUYING DECISION IS MORE COMPLEX THAN JUST CHOOSING A SOLUTION

5The shifting role of sellers

Knowing need is not enough:

1. Buyers understand need, know choices

2. Buying journey stages unknown

3. Technology taking over our jobs

4. Brought in too late

5. Marketers finding inappropriate leads

6What 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

7The missing piece in the buying decision journey

8Assumptions

1. Because of appropriateness demographics, lead is viable

2. With proper information, lead will close

3. With appropriate nurture, prospect will close

4. Interest + Technology + Proper Demographics = Lead

No one is helping the buyer manage their decision journey

9Why are we losing leads?

• Trying to make appointment rather than sale

• Trying to discover need rather than help manage excellence

• Getting in too early in Buying Decision cycle

• Not there when major decisions are being made

• Buyers can't manage buy-in, and we're not helping

10Why are we losing leads?

Leads are being lost because we aren't helping

buyers manage their complex buying decision issues

and instead focusing on solution placement.

11Behind the scenes in a buying decision

• Line up team

• Get buy-in for change

• Who touches the problem?

• Work-around

• How to change without chaos

• Search possible fixes

• New rules

• Fix with familiar resources

• Time lines, tasks

• Strategies for new status quo

12Journey 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

13What 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.

14Different 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

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 Morgen

Would you rather sell? Or have someone buy?

How do we lose our leads?

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